The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
The Outside In Experiment
Agency Area 23, an IPG Health Company / New York + Ritmika Audio Arts / São Paulo + Horizon Therapeutics / Deerfield
Category
Craft / Animation
Annual ID
OS23_DE062B
About the Work
Gout is an extremely painful disease, but many people don’t know about the dangerous systemic consequences of uncontrolled gout when uric acid crystals build up in vital organs.
With The Outside In Experiment, we sought to visualize both of those realities for the first time using Artificial Intelligence (AI) to create 5 original films.
Each film begins with a person in pain on the outside of their body, goes deeper to reveal vulnerable inner organs and systems, and finally exposes the true culprit—microscopic uric acid crystals being deposited throughout the body. The open-source Deforum Stable Diffusion notebook was used to create the animations. 20 to 50 prompts generated thousands of images, utilizing specific inputs for camera movement and transition, requiring mathematical equations to deliver zooms, waves, pans, and more.
Crafting prompts required discipline, creativity, medical comprehension, and knowledge of historical and contemporary artists to achieve differentiated styles and the correct organs, crystals, patient ethnicities, and ages.
Each film style was tailored to the way a patient described their pain.
A patient who described their pain as hornets inside their hand was brought to life through dark and ominous nature of oil painting, with thick brushstrokes and natural colors; pain that feels like fire was depicted through traditional anatomical illustration, juxtaposing the vivid burning with a clinical drawing style; high-contrast black-and-white imagery depicted the piercing pain of barbed wire and thorns on flesh; the hyper-maximalist style of saturated color and detail illustrated the internal damage during and beyond a gout flare; and 3D futuristic illustration was used to convey the vividness of electric shocks.
While the AI delivered the output, the input was a painstaking and entirely human process, blending the worlds of medicine, pharmaceutical advertising, fine art, and mathematics, to reveal gout’s insidious nature, from the outside in.
2023 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
Area 23, an IPG Health Company / New York
Client
Julie Hernandez
Michael Nagro
Client / Brand
Horizon Therapeutics / Deerfield
Music / Sound Production Company
Ritmika Audio Arts / São Paulo
Art Director
Christian DeAbreu
Evan Schmidt
Copywriter
Ben Birdie
Chief Creative Officer
Tim Hawkey
Executive Creative Director
Jason Graff
Franklin Williams
Group Creative Director
David Adler
Renata Maia
Sound Designer
Henrique Tanji
Account management
Amy Spence
Lacey Henry
Dolby Atmos Mix
Beto Neves
Technologist
Bill Hanff
Related Awards
