Integrated | Motion | Print
A sea of red blood cells slowly closing in on a man: the concept behind this campaign was as unusual as it was challenging, and what you see in the images below is the result of extensive experimentation and research.
The cells move in a way that creates a gentle, hypnotic motion—almost like a liquid, but not aqueous. They keep rising, swallowing everything in their path, as if the man is being pulled under.
LAYOUT
From early sketches to acting, gestures, and lighting, every step of the process was carefully planned to bring this unsettling vision to life: a person struggling to break free from a wave—a tide of red blood cells threatening to consume him.
BUILDING A BLODCELL
MODEL
We begin with an in-depth exploration of the form and archetype of the red blood cell, not just replicating its biological shape, but understanding what makes it instantly recognizable and emotionally resonant.
Its soft, biconcave form is more than a scientific structure; it’s a visual symbol of vitality, movement, and life.
By refining its proportions and curvature, we aim to strike a balance between anatomical accuracy and visual impact, creating a shape that feels iconic, pure, and inherently human.
TEXTURE
We carefully research and design the 3D texture of the red blood cell to achieve a high level of realism and depth.
The surface must feel organic, slightly translucent, with soft irregularities and micro details that interact with light in a natural, believable way.
This attention to texture enhances the perception of volume, making the red cell feel tangible and alive, perfectly integrated into the visual narrative.
ENVIRONMENT
We’re building the entire world of the blood cell a living, flowing environment that feels both scientifically accurate and visually captivating.
From fluid motion to translucent textures and suspended particles, every detail is designed to enhance depth, realism, and emotional impact.
SHOOTING
LSD3D is not just about CGI and post-production, we’re also a full-fledged photography studio, where the image comes to life right on set.
We dedicate full days to shooting, focusing on the energy of movement and the authenticity of expression. Every detail posture, gaze, body tension, is carefully directed to best convey the story behind the image.
This level of attention allows us to create photos that go beyond simple portraits; they become narrative scenes, designed to resonate emotionally and give powerful visual emphasis to the final concept.
Our goal isn’t just to get a technically perfect shot, but to build, together with the subject and the light, that one perfect moment where everything aligns — and the image becomes striking, believable, and unforgettable.
EXPRESSION
We work to capture the right expression — poised between fear and a sense of being lost, bringing emotional depth and emphasis without ever slipping into caricature or exaggeration.
The goal is to evoke empathy through nuance: a fragile, human moment suspended in time.
COMPOSITING
To recreate the sequence of expressions seen in the video, we took great care in After Effects to animate the emotional transitions with precision.
It wasn’t just about matching frames it was about capturing the subtle shifts in emotion, the way the eyes change, the mouth tightens, the face reacts.
We wanted the evolution to feel natural and human, so that each moment flows into the next without feeling forced or mechanical.
This detailed work allowed us to preserve the emotional integrity of the original performance while enhancing it through controlled timing and rhythm.
FINAL IMAGES
The result looks like a scene from a sci-fi film, yet it is actually an ad campaign for a medication aimed at people suffering from the uncontrolled production of red blood cells, which can increase the risk of thromboembolism.
A project we crafted with the goal of delivering a strong emotional impact, even though it is targeted at a medical audience.
