ADC Awards
The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.
PEPAXTO® Flower Tiger Digital Illustration Series
Agency Razorfish Health / New York + Lightfarm Studios / Rio de Janeiro + Reikan Creations / Montreal
Category
Digital / Series
Annual ID
ADC101_ILT032B
About the Work
We wanted to create an unforgettable character to represent a one-of-a-kind treatment for the multiple myeloma: PEPAXTO® (melphalan flufenamide).
PEPAXTO is strong against the disease but gentler on patients than other treatments. We couldn’t say that for regulatory reasons. So, we decided to show it.
We commissioned a Japanese flower artist to create a different breed of power. He constructed a tiger made from chrysanthemums, roses and gerberas; a Flower Tiger we named Pax.
Then, to tell the bigger story of Pax, we introduced our flower artist to a CGI studio. Together they produced a series of lush, beautifully lit digital illustrations that brought the spirit of Pax to life.
They created a hero image that reveals the strength and compassion of Pax. We see him in one illustration leaping through the jungle to attack the disease, and,in the next , lounging peacefully.
Other illustrations were design to show essential characteristics of PEPAXTO. We showed Pax traveling through a river to reinforce that PEPAXTO is an infused treatment. And, in our final image, we show Pax entering a cave, just as PEPAXTO enters multiple myeloma cells.
PEPAXTO was marketed in the US from March to October 2021 when the company voluntarily stopped marketing the drug. But this CGI library of illustrations endures as a beautiful example of what’s possible when organic and digital artists share a creative vision.
PEPAXTO is strong against the disease but gentler on patients than other treatments. We couldn’t say that for regulatory reasons. So, we decided to show it.
We commissioned a Japanese flower artist to create a different breed of power. He constructed a tiger made from chrysanthemums, roses and gerberas; a Flower Tiger we named Pax.
Then, to tell the bigger story of Pax, we introduced our flower artist to a CGI studio. Together they produced a series of lush, beautifully lit digital illustrations that brought the spirit of Pax to life.
They created a hero image that reveals the strength and compassion of Pax. We see him in one illustration leaping through the jungle to attack the disease, and,in the next , lounging peacefully.
Other illustrations were design to show essential characteristics of PEPAXTO. We showed Pax traveling through a river to reinforce that PEPAXTO is an infused treatment. And, in our final image, we show Pax entering a cave, just as PEPAXTO enters multiple myeloma cells.
PEPAXTO was marketed in the US from March to October 2021 when the company voluntarily stopped marketing the drug. But this CGI library of illustrations endures as a beautiful example of what’s possible when organic and digital artists share a creative vision.
2022 Awards
Total Points: 9
Bronze Cube
Credits
Agency
Razorfish Health / New York
Production Company
LightFarm Studios / Rio de Janeiro
Reikan Creations / Montreal
Animator
Heber Conde
Chief Creative Officer
Tj Cimfel
Creative Director
Carolina Gallegos
Jessica Drum
Director
Marcelo Vaz
Milton Menezes
Group Creative Director
Mark Nolan
Photographer
Raku Inoue
Strategist
John Burke
VP Group Account Director
Matthew Dufner
Art Supervisor
Kevin Gondres
Associate Director of Project Management
Allison Raisfeld
Concept Art
Giselle Almeida
Mayara Souza
Coordination
Ricardo Daroz
Copy Supervisor
Paul Kuehn
Director of Art Production
Sandra Locke
Film Color Grading
Daniel Silva
Lookdev & Environments
Marcelo Vaz
Modeling
Pedro Augusto
Production
Krystal Leasure
Rigging
Leo Carvalho
Seated Pose
Felipe Simões
Still Post Production
Thiago Marques
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