UT Health True Stories Collection

Client:

Carlberg Agency

2D/3D

Title:

UT Health True Stories Collection

Client:

Carlberg Agency

2D/3D

Title:

UT Health True Stories Collection

Client:

Carlberg Agency

2D/3D

Overview

Humanising Healthcare Through High Craft

For the UT Health "True Stories" collection, we moved away from literal medical representation to embrace high-concept visual metaphors. By transforming complex conditions and recovery paths into symbolic landscapes—like intricate mazes and "ships in a bottle"—we crafted a series of 3D animations that resonate on a deeply human level. Our role was to provide the technical craft and strategic problem-solving required to bring these abstract emotional states to life.

Highlights

Strategic Excellence & Visual Impact

Abstract Storytelling with Precision: We utilized CGI to build metaphorical environments—such as a "ticking timebomb" or a "ship in a bottle"—to represent life-threatening conditions and surgical complexity without relying on clinical imagery.

De-risking the Creative Vision: By establishing visual feasibility early in the process, we ensured that these ambitious metaphors remained grounded and impactful for a healthcare audience.

Workflow Efficiency: We designed a scalable pipeline that allowed these high-concept metaphors to be adapted across multiple channels, from hero films to digital assets, maximizing the value of the creative investment.

Process

Behind the scenes

Agencies frequently ask how we ensure abstract metaphors remain recognizable to a medical audience. During look development, we focused on "Where Science Meets Art," using sophisticated lighting and textures to make a "maze" feel like a tangible representation of a patient's confusion and fear. This stage allowed us to prototype the atmosphere of each story before moving into full production.

Concept Development & Look Exploration

A common question is whether metaphor-heavy workflows can meet tight deadlines. We utilized an integrated CG and retouching pipeline to maintain a high level of craft across the collection. For the "ship in a bottle" sequence, this meant balancing the intricate detail of the "procedure" with a cinematic quality that felt premium and elite.

Technical Excellence & CG Integration

To meet both creative and financial constraints, we optimized our workflow to ensure the "hero moments" from the animations could be repurposed as standalone stills. This allowed the agency to maintain visual consistency across OOH, digital, and social platforms without the need for additional production cycles.