Lumiere were commissioned to create a 1-minute animation that conveys the brand essence of an intravenous iron therapy developed by Takeda for the treatment of anaemia. The starting point was a series of static images conceptualised by Saatchi and Saatchi Health, featuring dynamic figures emerging from ‘iron’-like particles to express the strength, flexibility, and freedom that the product affords patients.
In production, 3D models were built and animated in Softimage and then converted into a forming and deforming “skin” of particles using Softimage’s ICE system. Additional cloud particles were then created in ICE with Mootzoid’s emFluid and emFlock plugins used to control their movement. The resulting renders were then brought together in After Effects and layered up to produce the final film.