Heart Fjords

Client:

Ranexa

CGI/VFX

Photography

Title:

Heart Fjords

Client:

Ranexa

CGI/VFX

Photography

Title:

Heart Fjords

Client:

Ranexa

CGI/VFX

Photography

Overview

Breathing Life into Anatomical Landscapes

We were tasked with creating award-winning imagery to showcase the systemic benefits of the Angina medicine, Ranexa. The brief required a visual explanation of how the treatment clears arteries and restores heart function—a complex biological process that we reimagined through a serene, natural lens. By visualizing the heart and its valves as a vast network of lakes and tributaries, we transformed a clinical message into a breath-taking "visual odyssey".

Highlights

Masterful Composition and Scale

Anatomical Metaphor for Compliance: By depicting the heart as a New Zealand fjord, we bypassed clinical imagery in favor of a sophisticated landscape, making the science of Angina treatment both beautiful and MLR-friendly.

Unrivaled Technical Craft: This project serves as a benchmark for our high-end retouching capabilities, seamlessly blending multiple aerial photographs into a single, hyper-real environment.

Award-Winning Impact: The resulting imagery not only met the client’s strategic goals but also achieved global creative recognition, winning the International Photography Award and multiple Clio Awards.

Process

Behind the scenes

To visualize the heart’s "tributaries" without appearing clinical, we composited Andy Glass’s aerial photography of the New Zealand wilderness. This landscaping challenge required merging disparate shots into a single, hyper-real environment that mimics arterial flow. Our high-craft approach answered a common agency question: how to ensure visual feasibility while maintaining the highest level of execution.

The Art of Digital Compositing

The final imagery brought science and art together to create an iconic piece of healthcare advertising. By treating medicine as a landscape, we provided the brand with a powerful, award-winning visual that picked up multiple Clio Awards. We were proud to partner with the agency to deliver this level of craft and strategic problem-solving.