Agency: Energy BBDO
Client: Bayer Healthcare
Product: Citracal
CD: Elaine Perri
AB: Christen James
Producer: Mary Pratt

Photo: LSD
Post: LSD

Citracal: beauty is bone deep

Citracal is a calcium supplement used to prevent and treat calcium deficiencies such as osteoporosis. Focusing on the idea and the creative needs of the art director, we worked to achieve the desired effect: the image of a woman seen through x-rays – anatomically accurate but with a natural and realistic feeling at the same time – to convey the idea of a healthy woman with strong bones.