Healthcare professionals – primary care physicians and rheumatologists. The campaign provided an impactful hook into a deeper medical story that was appropriately pitched for this audience’s level of education and understanding.

None.

To effectively raise awareness of the painful nature of gout and the sharp uric acid crystals that cause it, the visual representation had to be striking. To create a real edge, we did not use CGI, but chose to physically make it. A mesh scaffold of a body was sculpted from 3D scans of a real gout patient. Multiple types of salt were tested for the type of crystal that would form the most dramatic colour, shape, and size. The sculpture was then submerged into a tank of super saturated salt solution for up to five days. The next challenge was to light the resulting crystallised structures in a way that would capture the sharpness, fragility, and translucent beauty of the individual crystals when shot against a white background. The result is a dramatic visual demonstration of the hidden cause of gout and the pain it causes.

None.