ATRA.

ATRA.

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Client

Client

ATRA

ATRA

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Concept

A single paper airplane travels through every touchpoint of the brand: thrown by someone in a park against a city skyline, caught by a colleague at an office desk, and finally landing as a tiny paper figure "surfing" it across a hand-sketched patient outline next to a real stethoscope the moment care actually arrives. The thread ties everyday people, the workplace, and the patient together into one continuous, weightless gesture.

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Production Process

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Talent was shot on location (park with skyline backdrop), and in office interiors, each captured mid-toss or mid-catch with natural hand positioning. The paper airplane itself was built and lit in CGI, folded geometry, paper texture and shadow matched precisely to each environment's light, then composited into every frame so it reads as a single continuous object across scenes. The tabletop "delivery" shot combined real photography (wood desk, stethoscope) with an illustrated paper-craft figure gliding over a sketched patient silhouette, blending real materials with a more conceptual, hand-drawn touch. A set of isolated talent cutouts (diverse cast, same gesture) was produced for flexible use across web and digital placements.

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