Cannes Lions

Hidden Dangers of Hyperphosphatemia

JNB McCANN HEALTHCARE, Wiesbaden / VIFOR / 2018

Film
Supporting Images
Demo Film
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Overview

Entries

Credits

Overview

Description

Patients with Chronic Kidney Disease (CKD) are unaware of the ‘hidden dangers’ developing deep within and are at high risk of vascular calcification.

In fact, without phosphate binders, this unseen development can prove deadly.

We wanted to bring to life the deadly potential consequences of hyperphosphatemia and provoke a reaction from doctors to dangers that have been largely overlooked.

We did this by taking the viewer on a dramatic journey deep within the core of the human body.

We visualised an abstract crystallised environment with a chilling soundtrack to dramatise the body’s destructive inner calcification.

We then shifted our focus to the body’s exterior to reveal how these hidden, internal dangers manifest themselves in terms of the body’s physical destruction based upon the fragile condition dialysis patients can be exposed to in the absence of the necessary phosphate binders. It’s a chilling and poignant end to help dramatize our message.

Execution

The greatest challenge in terms of visualization was to keep the hero symbolic and minimalistic in line with the creative concept, and yet make the film emotionally engaging and visually impactful. We relied on the combination of careful camera movement, slow-motion, gravity manipulation and texturing to achieve the desired effect.

Another important aspect of design was to create the world of the animation almost entirely of ice, yet make it versatile and interesting throughout the 2-minute video. This had to work multiple scales with a smooth transition between the macroscopic and the microscopic level.

We have put a lot of effort into the visualization and animation of the climax: the transformation and eventual destruction of the body.

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