The Mill had the honour of collaborating with Wieden+Kennedy on Oregon Health & Science University's (OHSU) new campaign. Directed by The Mill's Robert Sethi, 'One Down: Make Cancer the Victim' is a visually stunning look inside the body, showing the progression of cancer and, in this case, its disappearance.
OHSU revolutionised the treatment of Chronic Myeloid Leukemia, making a once lethal disease non-lethal for hundreds of thousands of people. And having taken one cancer down, they're going after the rest.
Ashraf Ghoniem, 3D lead artist, detailed; "Instead of individually sculpting each cell we used a set of noise and rules to randomly generate them, giving us a lot more freedom. And the comp team, led by Martin Karlsson, did a really excellent job. They took our renders and really pushed the electro-microscope effect to the maximum."
Robert Sethi, director and creative director, explained: "This piece is inspired by reality without trying to replicate it: it's a way of visually conveying the message that OHSU has found a way to successfully treat a type of cancer. Whilst we did a lot of research to understand cells and cancer, we used it more for inspiration.
Initially it's a darker world which progressively lightens as the cancer explodes and disappears. The colors shift and the camera goes from static to loose movements, all conveying this sense of hopefulness and victory.
It was an incredibly gratifying piece to work on not just from an artistic point of view: everyone has a loved one that's been affected by cancer, so working on a project that might help people in the future was a very rewarding thing."
Find out more at onedown.org.
Producer: Ben Grylewicz
Creative Director: Hal Curtis, Antony Goldstein, Jeff Gillette
Account Director: Brett Corrick
Account Executive: Wayne Kasserman
Writer: Andrew Dickson
Art Director: Chris Thurman
Director: Robert Sethi
Producer: Dan Roberts
Record Company: Stimmung
Record Company Executive Producer: Ceinwyn Clark
VFX & Design: The Mill
Senior Executive Producer: Sue Troyan
VFX Producer: Dan Roberts
Creative Director: Robert Sethi
2D Lead Artist: Martin Karlsson
3D Lead Artist: Ashraf Ghoniem
2D Artists: Dag Ivarsoy, Jake Maymudes, Eugene Gauran
3D Artists: Bora Jurisic, Jason O. Monroe, Chris Goodrich, George Lui, Milton Ramirez, Miguel Guerrero, Robert Chapman, Kenzie Chen, Josh Hatton
Matte Painting: Rasha Shalaby
Editorial: Victor Jory, Luke Kraman
Previs: Matt Neapolitan, Jason Jansky, Bridget Warrington, Victor Duncan
Design: Eugene Gauran, Gawain Liddard
Art Support: Jeff Langlios, Ashley Forbito
Production Coordinator: Antonio Hardy
Colour Executive Producer: LaRue Anderson
Colour Producer: Natalie Westerfield
Colorist: Shane Reed