IPRACOPAN SEAS

Integrated | Print

Doctors, we’re speaking to you: be clear with your patients. Provide them with precise guidance on what they will face in the various stages of the illness; otherwise, you leave them groping in the dark or, to use the metaphors of this campaign, you leave them to face a stormy sea alone or wander in the densest forest.

This is what the campaign, we have been involved in, aims to communicate: a warning message for all doctors. A message that becomes strong and immediate through the use of two powerful metaphors that are universally understandable.

The project

The project originated from an in-depth study of the movements of a stormy sea and the effects that lightning creates on the surface of the waves. We chose to create waves with not excessively high crests but very dense, forceful, and thus aggressive, especially when seen and experienced from a small rowboat. The goal was to convey that sense of terror, fear, and even anxiety that patients feel when doctors are overly reserved in conveying information.

Moreover, the aim was to achieve the highest level of detail so that the shots could start very wide, then narrow down to show a very tight field without ever losing the quality of the environment.

In addition to tending to the movement of the water, we also dedicated significant effort to portraying the threats from the sky, including lightning and dark, laden clouds.

Lighting

In addition to tending to the movement of the water, we also dedicated significant effort to portraying the threats from the sky, including lightning and dark, laden clouds.

Technical data

3D models: ZBrush

Final images rendering: Redshift.

Number of hours spent in a forest: maybe 10…but when we were younger

Number of doctors we met in our lives: too many