When Photographer Dale May was met with a Camcevi (leuprolide) HCP campaign for Accord BioPharma, the creative concept that was deceptively simple: show healthcare professionals taking an easy shot – literally. A urologist drives toward a golf hole too large to miss. A nurse lines up a hockey slap shot against a net you could drive a Zamboni through. A doctor sinks a billiard ball into a pocket the size of a swimming pool. The headline: Simple is right at hand.
Each conceptual image was a hybrid of studio photography and photorealistic CGI environments built entirely in-house with one constructed from the ground up, two adapted from asset libraries and fully retextured to match production lighting. Three of the six hero images were delivered as seamlessly looping cinemagraphs, with every animated element: wind-driven flags, arena mist, a puppet-warped billiard stroke, created entirely within the CGI and post-production pipeline without any video capture.
The campaign also included a twelve-image HCP library shot on location, built around a custom smart object compositing system that would allow agency Proximyl Health to update any branded element (brochures, screens, packaging) by dropping a flat file into a PSD, with warping, shadowing, and integration handled automatically. The system was designed specifically for the regulatory realities of pharmaceutical advertising, where branded materials evolve throughout a campaign’s life.
Eighteen final stills and three cinemagraphs. Two production days. Photography, CGI, animation, retouching, and post-production completed under one creative vision.
See stills and cinemagraphs from the camapign below. For more of Dale’s work, visit his Workbook portfolio.
Represented by WSWcreative.
