The multi-disciplined campaign for Takeda’s ‘Drug X’, an anti-hypertensive drug, consisted of three concepts: kidneys, heart and brain.
The striking image of a heart was created completely in CGI and the environment in the shot was retouched out of stock material from our own internal stock library.

The brain was a satellite shot of the earth and the centre of the brain is represented by a hurricane, symbolising the emotions felt by a sufferer of hypertension. The brain was built using 100% stock material where it was then retouched.

The kidneys followed the same overhead satellite style but this time it was of a rainforest with the outline of the lungs made up of trees. The body of the trees were created completely in CG and the other background elements retouched.