Use of CGI in Kalbitor campaign

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Use of CGI
CGI played an integral part in achieving a convincing and realistic finish. CGI allowed us to accurately sculpt our female hands around the neck and to texture the hands with the correct skin form for each different area of the body; for example, the hands around the throat had to feel like they were under the skin of the neck and to look almost vacuum sealed in order to emphasise the tightness of the restricted airways. We wanted certain features of the hand to be defined, such as tendons, knuckles and finger nails, while the overlaying skin texture still had to look like the neck. Skin on the neck is very different to skin on the back of a hand – It has larger texture and pores, different colours and vein structures and hairs, all of which needed to be retained to keep the authenticity of the campaign.

We were then able to shoot specific areas of the model's neck to use as textures for our CG hands. We stretched the skin in order to achieve the desired look in the final images, later, subtle colour blemishes, veining and hairs added on top for the finishing details. Our Invega 'skin' campaign for Invega, through Ogilvy Healthworld, ran in a similar vein to this one.  

The whole process used a multi-disciplined approach and it was therefore vital for us to control each aspect of the production so we could really optimise all of our services into one efficient and cost-effective workflow. We worked with a photographer to capture all the necessary model shots and textures needed for the CGI. We shot supporting reference material of hands pushing through latex allowing us to quickly explore different levels of tension and also give the 3D artists a really good starting point for how much form and structure of the hand we would see though the skin.