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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
Craft / Use of Technology
Annual ID
OS23_PH033M
About the Work
Gout is an extremely painful disease, but many people don’t know about the dangerous systemic consequences of uncontrolled gout when 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.
This project is the first of its kind to utilize advances in AI to produce content based on patient quotes and medical facts in the pharmaceutical space. The films are raw, explicit, and disturbing, just like uncontrolled gout itself.
We used social listening to find visceral descriptions of the pain that gout can inflict on patients. We then fed those patient quotes into AI image generators alongside facts about the anatomical implications of gout crystals in the body.
To accomplish the technical feat of producing the films, we developed a bespoke production workflow and in-house team comprising prompt engineers, machine learning experts, creative technologists, IT, mathematicians, artists, and writers. We utilized the open source Deforum Stable Diffusion notebook to create the animations. Instead of prompting one image at a time, we were able to program the instructions for 1000 images, each a frame in the animation. While a single prompt can create an AI image, it took 20-50 prompts to make each animation, along with specific instructions on camera movements, color, and dozens of other parameters.
Original 3D immersive soundtracks were crafted with Dolby Atmos to deliver maximum emotional impact for the viewer. A combination of eerie, ambient sounds mixed with extradiegetic evocative noises and bespoke music resulted in a cacophonous yet deliberate score. Sounds were deliberately chosen to parallel both the content and style, and the music was tailored to each individual film to bring to life the raw, painful, and insidious nature of gout, from the outside in.
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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