Cannes Lions

Defining Quality

EARL FILMS, London / ALLERGAN / 2019

Film
Demo Film
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Overview

Entries

Credits

Overview

Background

In eye medicine, quality and precision are everything. The film centres on the manufacturing process of a drug called Ozurdex - a slow release steroid implant that is injected into the back of the eye to treat a number of potentially blinding eye diseases caused by inflammation (swelling at the back of the eye that can lead to loss of vision).The implant dissolves over time (4-6 months) and another implant is injected until the inflammation is resolved. Therefore, quality of the product and how it is manufactured is the top priority for doctors and their patients.

Execution

The main focus of the VFX was to always reference the eye. Through the use of macro photography and 2D animation we were able to focus in on specific details. This included seeing an iris dilate though digital image manipulation and massive digital zooms out from the eye. Rather than creating elaborate 3D models that would have taken longer than deadlines allowed we worked smart by using 2D compositing effects to give a similar result. 2D animated radial motion graphic elements were also created to mimic functions and characteristics of optics. These were taken into a 3D environment which allowed us to push through them in 3D space to give the illusion of travelling deeper into the eye. We used lens distortion techniques such as chromatic aberration, edge blurs and field of view warping to create a more naturalistic and organic feel to the digital graphics.

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