Cannes Lions
TBWA\LONDON / ATAXIA / 2015
Overview
Entries
Credits
Description
This film is a manifestation of the devastating loss of connection Ataxia sufferers feel from their own body and senses. In a series of more and more unsettling images we see bodies fragmenting, riven and severed from themselves as layers of their being shred away from each other. This complex and insidious disease effects thousands of people at a range of different levels and it is only now that science is starting to grasp the complexity of its effects.
Execution
To create this effect we did first a 3D scan of each character using a photogrammetry 3D capture technique. With the the cloud generated we created a 3D exact models of each character.
We 3D tracked the camera and the motion on each shot. We then started to displace the geometry and use camera live projection to texture.
Each slice was then animated to glitch to various degrees and at different speeds in order to express the disassociation Ataxia sufferers experience from their own bodies and senses. The complexity of the slices and the severity of the 3D glitch were designed to reflect the range and diversity of the disease's effect on individuals. Chromatic displacement added a further sense of disruption and pulling asunder of the being, which Ataxia sufferers feel physiologically and in real physical terms.
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