Ink Flow
Parkinson’s Awareness Campaign
PLBR asked us to partner on a campaign that communicated the alleviation Parkinson’s patients can find with the right treatment.We created a visceral, immersive multi-platform campaign with both print and motion elements. Practical photography and CGI VFX were combined to achieve rich, detailed prints and carefully choreographed animations to create a memorable, impactful, cross-media campaign.
Pre-Production Concept
With the help of the specialist prop makers at Andy Knight studio, we we tested multiple approaches to design one that met all technical, creative and scheduling requirements for the live shoot. Two sealed tanks were built with underside release plugs to quickly expel and refill with fresh water after each take. Our retouch teams were on set visualizing how the folds of the ink fit into the different shapes and poses of the characters by carefully editing, manipulating, building and blending colors and textures to bring each scenario to life.
Each patient scenario required very detailed, sculpted forms to tell the story and the color palettes were carefully weighted to reflect the brand colors in specific ratios.
BEHIND THE SCENES
Post-Production CGI & VFX
The shoot provided a reference library of images for our CGI VFX team to analyze the ink’s movement to replicate for the digital animations. To maintain visual consistency between the print and animation, the technical approach was meticulously replicated in CG– from the size of the injection nozzles and the ratio of the ink colors, to the frame rate and duration of the movements. Digitally re-creating the folding flows of the ink for the animation to blend consistently with the quality of the photographic prints, underlines the benefits of using one production approach for every media channel.
Final
