AIDS Fondet – JWT Copenhagen
We brought these provocative pills to life through 3D and retouch.
Agency: John Walter Thompson, Copenhagen
Our work: 3D & retouch
The fact that there have been massive advances in the treatment of HIV and Aids means that more relaxed attitudes to unprotected sex need to be countered.
JWT Copenhagen’s concept was to create a series of striking images that communicate the possible consequences of not using condoms – a life-time of heavy medication.
Simple imagery needs attention to detail. For this job to be convincing we needed the surface details to be correct. It was also vitally important that the lighting and shadows described the forms clearly, making them easy to read at distance.
Studying high resolution photography of different pills revealed a surprising level of complexity in their surface. So this is what we set about to capture.
Closely following JWT’s direction we matched their comps with pixel perfect accuracy. A strong directional light source was added to create the distinctive graphical look of the treatment.
When it came to the final retouch and finish this job required a light touch. High resolution print ready files with alphas were supplied to JWT for maximum flexibility.