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Title:

Stem Cell

Client:

Concentric Life

2D/3D

CGI/VFX

Title:

Stem Cell

Client:

Concentric Life

2D/3D

CGI/VFX

Title:

Stem Cell

Client:

Concentric Life

2D/3D

CGI/VFX

Overview

Where Science Meets Art in Regeneration

In collaboration with Concentric Life, we embarked on a visual odyssey to illustrate the restorative power of stem cell therapy. The project centered on a powerful botanical metaphor: a dead, weathered cherry tree branch brought back to life through regeneration.

Our role was to bridge the gap between traditional fine art and high-end technical production, delivering over a minute of motion visuals and a suite of high-end stills for multi-platform use. By merging Creative Director Aron Baxter’s hand-painted watercolors with CG and AI-driven imagery, we created a narrative of optimism that resonates on a deeply human level.

Highlights

Elevating Healthcare Storytelling

Strategic Narrative Metaphor: We replaced clinical, anatomical imagery with a "Parallel with Nature," using the cherry tree as an analogy for the human body. This approach de-risked the storytelling, making complex science accessible and emotionally engaging.

AI-Augmented Acceleration: By utilizing ethical AI for look exploration and prototyping, we bypassed the usual limitations of commercial timelines. This allowed for a more expansive "experimentation phase" without compromising the hand-crafted soul of the project.

Cross-Channel Consistency: We ensured that the organic, bleeding ink textures of the watercolor remained consistent across both the 60-second animation and the high-resolution stills, providing a unified visual language for the brand.

Process

Behind the scenes

The process began "traditionally modern". Before moving to a digital pipeline, we started with pencil sketches and physical watercolor paintings. Our Creative Director used his own painting skills to capture the authentic action of ink soaking through paper and the unique behavior of water blotches.

Concept Development

Agencies often ask how AI can help without compromising craft quality. In this project, we used AI as a "productivity partner" to rapidly iterate on visual styles. This allowed us to quickly find the right balance between the "rotten" textures of the dead branch and the vibrant "rejuvenated" blooms. Using AI during the ideation phase meant we could present the client with a wider range of high-fidelity options much earlier in the timeline.

Look Exploration & AI-Assisted Prototyping

To bring the 2D paintings to life, we developed a hybrid workflow. We mapped the organic textures of the watercolor onto CG models, ensuring the "science" of the growth remained grounded in "art".

Production Workflow: CG & Watercolor Integration

Clients frequently ask how we get more value from limited budgets. By designing a scalable workflow that utilized CG assets for both the film and the print stills, we optimized the production to maximize value. This strategic planning allowed for a robust library of assets that could be adapted across various platforms without the need for separate, costly shoots.

Efficiency Strategy & Cost Stewardship

Concept Development

Look Exploration & AI-Assisted Prototyping

To bring the 2D paintings to life, we developed a hybrid workflow. We mapped the organic textures of the watercolor onto CG models, ensuring the "science" of the growth remained grounded in "art".

Storyboard

Efficiency Strategy & Cost Stewardship

Concept Development

Look Exploration & AI-Assisted Prototyping

To bring the 2D paintings to life, we developed a hybrid workflow. We mapped the organic textures of the watercolor onto CG models, ensuring the "science" of the growth remained grounded in "art".

Storyboard

Efficiency Strategy & Cost Stewardship

Finals

A Unified Vision of Renewal

The final campaign brought science and emotion together through a unified visual language crafted for healthcare audiences. By blending traditional hand techniques with cutting-edge technology, we delivered a compelling story of renewal that felt both authentic and innovative.

We were proud to partner with Concentric Life to bring this vision of regeneration to life.

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