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.

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The style of photography was chosen for its clean, graphic aesthetic to create an elegance rarely seen in this sector. We wanted to capture the mesh models in a way that revealed that these were made for real, rather than with CGI. The images therefore had to convey the imperfect nature of the crystallisation, exposing some of the underlying mesh while also retaining a sense of finish. The client requirement for a white background created additional challenges, with careful lighting setup needed to ensure the detail of the translucent crystals could be captured. Finally, the images needed to communicate the brutal nature of these hard, sharp crystals in a way that was still beautiful to look at.