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Campaign Overview
ANNEXON is a campaign we produced in collaboration with Broth Agency, and the production process was particularly interesting on the craft side. We shot the talent live, but built the bed and surrounding hospital environment entirely in 3D. On set, we simulated the bed using a methacrylate sheet and a pillow — the methacrylate was lit from underneath so that, once the ice block was integrated in post, the talent's body would already carry the correct light reflections and bounce coming through the ice. That anchor in reality is what later allowed for a seamless integration in post-production.
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Craft
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For the ice, we ran a separate live shoot using an actual ice block we sourced specifically for the project, capturing the authentic texture, refraction, and surface imperfections of real ice rather than relying on a CG approximation. To push the realism even further, we froze the torso of a mannequin — dressed in a hospital gown — inside a block of ice. This gave us the genuine contact between fabric, body, and ice: the way the gown distorts, the micro-bubbles trapped against the cloth, the subtle interaction of materials that's almost impossible to fake convincingly.
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