Cannes Lions

Battle In The Bone

AREA 23, AN FCB HEALTH NETWORK AGENCY, New York / BAYER / 2018

Digital Proof JPG
Digital Proof JPG

Overview

Entries

Credits

Overview

Execution

In this visually arresting, 3-dimensional battle, menacing warriors breaking out of the bone portray the deadly and aggressive threat of prostate cancer growing in the bone and spreading to other areas of the body, jeopardizing patients’ survival.

In order to generate a heightened and immediate sense of urgency, the scene was designed to appear as realistic and threatening as possible: warriors advance toward the audience as fiercely as cancer spreads through the body, weapons swing through the air intent on maximum damage, and flying bone shards suggest the violent nature of the disease.

Every single detail, from the texture and shading of the bone, to the facial expressions and armor on the warriors, was meticulously crafted to escalate the realism and convey the very genuine threat of this lethal and unforgiving cancer.

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