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Campaign: This Can’t Continue
This Can’t Continue is a CGI-led disease awareness campaign for UCB, developed with Havas Lynx. It is designed to translate the reality of Hidradenitis Suppurativa (HS) into something visceral and impossible to ignore.
Rooted in real patient experiences, the campaign takes a universally familiar moment showering and reimagines it through high-end CGI, replacing water with sharp, falling forms that embody the intensity of HS symptoms.
Unlike most of our mixed-media work, this project was produced entirely in 3D. There was no photography, no studio shoot, and no on-set talent. Every room, object, and texture was fully modeled, lit, and rendered from scratch, then refined in post-production to give each scene its final emotional weight.
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3D Environment Build
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Each environment the living room, the clinic, the bathtub, and the bedroom was built as a complete 3D set. Every prop, surface, and light was fully modeled and textured by JVG CGI Studio in Madrid, our 3D partner on this campaign.
From there, our post-production team shaped the raw renders into the final imagery, integrating CGI elements into each scene, refining light and atmosphere, and grading the campaign into a unified visual language.
The result is a series of images that feel photographic without ever being photographed: lived-in domestic spaces pushed into metaphor, where pain becomes almost tangible.
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Full CGI Production Pipeline
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The entire production was built in 3D from the ground up. JVG CGI Studio handled the modeling and texturing of every element—furniture, architecture, fabrics, and the sharp metallic forms that carry the concept—developing a full asset library that defined each scene.
Lighting was carefully designed to replicate real domestic daylight, grounding the surreal visuals in a familiar human reality.
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Conclusion
(04)
The final compositing and animation phase extended across the summer, with the team working between a boat in the Balearic Islands and a house on the coast, laptops open, renders queued, and notes moving constantly between them.
Unconventional, yes. But the client never felt it. Every review, every round, and every delivery landed on time. It’s proof that strong CGI craft isn’t tied to a studio, it’s tied to the people behind it, and the standards they uphold, wherever they work from.
Latest Projects.
A curated selection of projects that reflect our commitment to simplicity and purposeful design.
