January 22nd, 2010
The picture says it all: using Micardis to treat your hypertension is like having an armour to protect your heart. The guys at Rocky already had a 3D-picture of the armour heart ready but they wanted our help to create a believable chest X-ray for the campaign.
"Even though the idea was to emphasize the metal parts, we didn't want to go all white with them which would probably be the case with actual X-rays.", says Tuomas Korpi. "We wanted to leave some of the nice parts and structures of the armour visible." The weapon of choice for creating the picture was pure Photoshop painting and compositing job instead of working with 3D. "It wasn't an issue how a heart is really structured.", Tuomas continues. "We just wanted to create a good end result in the most efficient way."
Tuomas created the image by painting a new metal heart on top of the 3D-picture using a stock photo of a chest X-ray as the base. "While painting I kept in mind the 3D-nature of the heart considering how the surfaces are curved and facing the camera.", says Tuomas. "Of course I took some liberties just to make it look how I wanted. After painting I blended the painted parts into the X-ray by adding some grain and other tricks for the finished look."
Credits
Client: Boehringer IngelheimAgency: Rocky
Creatives: Aslak Bredenberg, Heikki Kärkkäinen
Piñata Inspiration: Theme Song