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Kalbitor - When The Body Attacks Itself

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Three exceptionally powerful visuals to launch Kalbitor - a prescription medicine used to treat sudden attacks of hereditary angioedema – created by Taylor James, with agency GSW.

The concept stemmed from the various attacks associated with the disease, the key brief for Taylor James being to illustrate these realistically. The oedema, which is produced during these attacks, was visually represented by the hand pushing beneath the skin in creative development stage. The client liked and went for this and thus formed the main concept generated for the pitch. We combined the use of photography and CGI, using models and our in-house photography studio to take the shots.

Platinum winner at the Creativity Awards in NYC, as well as a Gold at the Clio Healthcare  Awards, and a National Addy Award in the ‘Photography, Digitally Enhanced’ category, this campaign has been widely acknowledged for its creativity.

Pre-visualisation

CGI

Photography

Post-Production

Concept

The agency came to us to create striking visuals to introduce Kalbitor, a new biologic therapy for hereditary angioedema (HAE). HAE is a genetic disorder that causes attacks of dramatic internal and external inflammation in various areas of the body. It is disfiguring, painful and can be fatal if the breathing passages are affected.

The ads were to visually represent the attacks through photo real . ran the complete production. We developed the creative from the initial concept, working up various design iterations to develop a pair of images with a strong visual impact.

Our initial role was to develop the original concepts, pushing the creative ideas and developing a strong narrative. We then proposed an integrated approach, using photography and CGI to achieve the most from the creative brief, while always remaining cost effective within a tight schedule.

  • Kalbitor-Layout-Stomach
  • Kalbitor-Layout-Hand
  • Kalbitor-Layout-Neck

Pre-Production – Hand Study

This was a complete production run by Taylor James from start to finish. We received layout sketches from the client of each of the three shots and went from there. The benefits of having TJ run complete productions are manifold as it enables us to streamline all areas of production with a focus on giving our clients the highest quality assets with maximum flexibility in the least amount of time.

  • 3-preproduction-skin-study
  • hand_top
  • Hand_side2
  • bone descriptions

Pre-Production - Scene Setup

This was a complete production run by Taylor James from start to finish. We received layout sketches from the client of each of the three shots and went from there. The benefits of having TJ run complete productions are manifold as it enables us to streamline all areas of production with a focus on giving our clients the highest quality assets with maximum flexibility in the least amount of time.

  • 010_010_PositionTest_01
  • 010_010_PositionTest_02
  • 010_010_PositionTest_03
  • 010_010_PositionTest_04
  • Kalbitor-Pre-Pro

Shoot Production and On Set Supervision

No two ways about it, this was a very difficult brief. Not only was it a challenge to create realistic CGI skin that matched that of the ‘talent’, it was even more of a challenge to convey the appropriate visual message of each attack while maintaining readability.

We began by conducting a studio photo-shoot that took place in London. With an eye for how the photography would ultimately relate to the finished pieces, we were able to accurately direct the shoot so that all necessary photos were captured on the day. From there, we began by sketching out the shapes of the sub-dermal “hands” in order to get the agencies feedback on the initial placement of the attacks.

  • 4-Production-Photography-Latex-Testing
  • Kalbitor-Production-Photography-Neck-Study
  • 5B-Production-Photography-Neck-posistions
  • Kalbitor-Production-Photography-Master
  • Kalbitor-Production-Hand-Position-test-

CGI Production – Skin Texturing

Once the agency was happy with the all the various details in the sculptures and how they interacted with the “talent”, we then went about giving the sculptures a skin texture that matched that of the “talent.” Again, we were able to accomplish this because of the fact that we made sure to collect all the necessary data on the day of the shoot. This included doing a separate lighting setup for each model so that we could properly capture the skin over various parts of their bodies for the purpose of being used as a texture in 3D.

Kalbitor-wireframe1

Post-Production

Following our production pipeline, the agency and client were kept informed at key stages, and guided through the decision-making processes. By re-utilising assets for consistency, establishing fixed camera positions and using proven shaders, the creative leads could optimise the quality of the material and answer all client, creative and production issues.

Our complete image production service allowed us to produce the campaign entirely in-house, through our photography, CGI and retouch teams. We understand that time, budget and flexibility are all important in the production process. The benefits, therefore, of having TJ run complete productions are numerous. It enables us to streamline all areas of production with a focus on giving our clients the very highest quality visuals.

Results

From a 2 day shoot, 1000 hours of render time and …..we delivered XX images. This is a great example of how combining CGI and photography. is a great example of how using photography, CGI and retouch though a full-service production allows us to efficiently blend multiple disciplines to produce the highest quality images.  It is this type of creative management from concept to completion that ensures the success of a project such as this.

The final artwork ran across magazine spreads to a dedicated microsite and additional digital media.

  • kalbitor

Testimonial

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“Medical illustrations are normally very dry and for the most part utilitarian as opposed to creative. Your work for Kalbitor was so amazingly real, with a seamless integration of techniques, like photography and CGI, which really arrested our attention. One judge gave it a perfect score and another stated “good use of craft.” The entry has also received numerous comments of admiration from viewers of the winner’s exhibit at the design shows.”

Owner & Creative Director, Jim Nisson