Striking imagery of an unclothed woman under a veil of pills will hit cinema screens as Breast Cancer Care launches its biggest ever advertising campaign.
Video: Breast Cancer Care "Pills"
The UK charity recently unveiled its first ever major advertising campaign - "Support for the Woman Behind the Cancer". The outdoor and audiovisual campaign was created by M&C Saatchi, London and The Mill
It uses striking imagery of a woman with a mastectomy scar, no hair and without her clothes, instead covered head-to-toe in medication. Through a series of shots we see her emerge from the veil of the pills to illustrate that behind every breast cancer diagnosis is a real woman.
The project's 2D Lead Artist, Juan Brockhaus, explains his role in the post-production process: "On the shoot they covered some parts of the body with pills and we then match-moved her body movement with a computer generated model to be able to cover the entire skin's surface with pills. The computer generated pills had to be an exact copy of the real pills, since in most of the shots we had real pills next to CG pills. We then matched the lighting of the real pills and composited the CG pills into the plates."
Colourist Aubrey Woodiwiss then refined the spot giving it its effective yet soft feel in the grade, explaining: "We wanted to keep the palette in line with the print ad by bringing out the pinks and purples. Also, it seemed key to blend the tones and not to push too much contrast into the image, giving the spot a soft feel."
The commercial which was directed by Julia Fullerton-Batten will be screened across cinemas in March and accompanied by a print campaign [see right], which also involved detailed retouching of pills on a woman's body by Emma Jacob at Happy Finish
High profile celebrities are also backing the campaign. Actress, Nicole Kidman, says: "Breast Cancer Care shows that it is possible to feel strong and positive if the right help is available.
It is this unique charity's combination of support, knowledge and expertise that can make a real difference to someone's experience of coping with this disease for as long as they may need it. It's so important that everyone knows they are there to help."
The Mill was also recently involved with "For Her Eyes Only" - an outdoor campaign for the UK branch of charity, Plan International. The interactive installation at a bus stop on London's Oxford Street used facial recognition to show its short video only to women. The aim of the campaign was to highlight how millions of girls in developing countries get no choice in the way they will lead their lives.
The installation measured facial features to determine the gender of the person, such as distance between the eyes, the width of the nose, the length of the jaw line and the shape of the cheekbone with an approximate accuracy rate of 90 per cent. Women were shown a 40-second spot whereas men were invited to go to the charity's website
- the aim being to give men a glimpse of what it is like to have choices denied.