Quicksand

We collaborated with McCann Health NJ on this brand campaign launch for an alternative treatment for patients with Non-Hodgkins Lymphoma. The campaign was to highlight the risks of patients not responding to multiple chemotherapy infusions, and make them aware of alternate treatment. To illustrate this danger, chairs -- in treatment rooms and in patients' homes -- will be shown sinking into the floor, like quicksand.

Solution

Pre-Production CGI Wardrobe

Based on a traditional wardrobe brief, we created each item of clothing from scratch, tailor-made to fit the shape and proportions of the CGI talent. The client had total freedom to work with us on the designs, choosing fabrics, weaves, stitching, buttons, colours, all of which is then simulated to the pose of the talent, to ensure all folds and creases react in a natural and realistic way.

In the early stages of the COVID-19 pandemic, Photo-shoots were not an option for the client. This lead us to consider several digital options, where we ultimately proposed a full CGI solution, including CGI talent. This eliminated the need for any unsafe travel or shoots. Although the agency was comfortable with CGI, it was a new process for the end client. However, as you will see below, the process for casting digital talent, along with choosing wardrobe and deciding on hair and make-up, is still very similar to a practical shoot process, that the client was familiar with.

Pre-Production CGI Talent

Over the course of the Covid-19 pandemic, we have become increasingly familiar with the concept of "digital doubles." A growing number of online libraries exist for a 360-degree scan of hundreds of diverse people. Photogrammetry allows for an incredibly detailed scan, which we are able to use in our own 3D software to position and pose the "talent."

This process allows for "finding" the perfect talent; utilizing CGI people allows the ability to mix and match the head (complete with a range of facial expressions), hair, body shape, weight, and more.

The look becomes even more incredibly photorealistic when each CGI render goes through a "photographic" replication process, adding film grain, depth of field, lensing, distortion and more to create a realistic look.

Pre-Production CGI Hairstyle

Once the 3D heads were selected, hair was applied to each model using a hair grooming software. The software allows full control over the hairstyle, cut, color and texture, giving us the ability to tailor the hair to meet the required patient demographic.

Pre-Production Asset Development

Our art directors worked closely with the client to design the space, with cultural and aesthetic considerations for both the United States and global markets. The hero chair was the most crucial part of the campaign's storytelling; it would be the consistent focus whether in the IV room or the patient's home. When designing the chair, we considered the safety and comfort it would provide to patients most likely experiencing weakness and discomfort.

Pre-Production Previz

Extensive research and development was required to arrive at the look and feel of the quicksand. We envisioned a sinkhole, where the flooring would be begin to collapse in on itself, with tiny crumbling pieces.

Pre-Production Animation Tests

We did some animation tests early on in the treatment phase. We created a particle simulation that could be applied to different floor surfaces. We could control the fluidity and speed of the effect, and how it fractures.