Client McCann Health Brasil
This McCann Health campaign for Moinhos de Vento Hospital promotes organ donation through the most basic questioning: What will you leave behind? To represent the most significant wealth that can be left in life, Lightfarm was invited to create valuable jewelry, or treasure, in the form of organs, from the development of the concepts by Giselle Almeida to each piece’s modeling by Rafael Vallaperde.

Every element is 100% in 3D and was carefully modeled having Fabergé eggs – masterpieces of jewelry produced by Peter Carl Fabergé between 1885 and 1917 for Russian czars – as the primary reference.

To enhance each piece’s beauty in print ads and movies, we counted on our talented Post Production Directors Marcéu Lobo (still) and Thiago Paladino (video). This campaign won 24 international awards, including 3 Lia Awards, 2 Clio Awards, and 2 Lisbon Health Awards.

“When we thought of this campaign, we knew how challenging it would be to turn human organs into valuable jewels. Choosing Lightfarm Brazil allowed us to make this great idea into something memorable. Flawless, refined, and agile work. I only have one word to describe it: brilliance.” – Thiago Silva, Art Director McCann Health Brasil.

Software:

C4D, Photoshop e After Effects

Credits:

Creative Director: Bruno Abner Rebelo

Art Direction: Thiago Silva and Daniel Machado

Designer: Marcelo Segovia

Copyright: Monica Tritone and Fernando Franchim

Client approval: Marga Acioli and Mohamed Parrini

Concept: Giselle Almeida

3D: Rafael Vallaperde

Post-production (Still) – Marcéu Lobo

Post-production (VIdeo) – Thiago Paladino