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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
Animation / Series
Annual ID
OS23_MI106M
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 realities together for the first time using Artificial Intelligence.
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 the 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 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 flare. And 3-D futuristic illustration was used to convey the vividness of electric shocks.
Delivered in experimental, 3-dimensional spatial sound, the films truly bring to life the raw, disturbing, painful, and insidious nature of gout from the outside in.
While the AI delivered the output, the input was a painstaking, entirely human process, blending the worlds of medicine, pharmaceutical advertising, fine art, and mathematics.
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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