NTM - Lungs

This campaign was developed for an awareness campaign for the lung disease NTM. We developed the visual metaphor, which was specifically intended to shock and showcase the growing incident rate of the disease.

We first created a set of pitch visuals, including an animation, to help sell the creative concept to the client. The main challenge was to animate the lungs so they collapsed and dissolved naturally. Enabling the CGI termites to conform to this dissolving geometry as they scuttled about the wooden lungs was an added difficulty. Doctors in the US have been using these campaign visuals to increase awareness of NTM lung disease.