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The Outside In Experiment
Agency Area 23, an IPG Health Company / New York + Ritmika Audio Arts / São Paulo + Horizon Therapeutics / Deerfield
Category
Visual Craft / Animation
Annual ID
OS23_IC035M
About the Work
Gout is an extremely painful disease, but many people don’t know that there are 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 together for the first time using Artificial Intelligence (AI).
Each of the 5 films 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.
Getting the AI notebook to deliver organs, crystals, and a diverse range of patient ethnicities and ages was a painstaking process. Crafting prompts required exacting discipline, creativity, medical comprehension, and knowledge of both art history and contemporary artists. Every 1000 frames of film utilized specific inputs for camera movement and transition, requiring mathematical equations that deliver zooms, waves, pans, and more.
A patient who described the pain as hornets inside their hand was brought to life through dark and ominous oil painting; 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 beyond a flare; and 3D futuristic illustration was used to convey the vividness of electric shocks.
Once the films were finished, original 3D sound design soundtracks were carefully crafted to deliver maximum emotional impact for the viewer, revealing gout’s insidious nature, from the outside in.
These films live on a microsite intended to make healthcare providers who treat gout understand not just the visceral pain but rethink what they believe about the systemic implications on the body.
2023 Awards
Total Points: 3
Merit
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
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