Nutrition and safety in dysphagia, with a porcelain finish.
A porcelain-effect graphic style to talk about nutrition and safety in dysphagia. Organs and pieces of tableware sculpted with a finish so polished it forces you to stop scrolling, all in service of a clinical message that needed to be looked at without fear.
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Healthcare · Clinical nutrition
Visual campaign · Nutrition and safety in dysphagia
The starting
point
In a world drowning in visual noise, we needed a magnet for the eyes.
· The challenge
The porcelain effect — porcelain skin — is a digital technique that erases every last trace of imperfection and leaves a finish that is absurdly smooth, polished and glossy. The challenge was to put it at the service of a delicate clinical subject: the nutrition and safety of people who have difficulty swallowing. Wrapping the message in that halo of flawless perfection was how we would get the audience to stop scrolling and stare.
· How we tackled it
First we fixed the visual language: enamelled surfaces, soft glazes, gilded edges and light with no harsh shadows, so every piece looks sculpted rather than rendered. Then we translated the concept into a repertoire of porcelain hearts, lungs and vases intertwined with fruit, flowers and branches. The set comes together in a video piece with white transitions that let each still life breathe.
I don't know what it is, but it's so perfect I want to keep looking.
From finish to piece.
First the porcelain finish, then the art direction of each still life, and finally the video edit built for social.
Milestone 1
Exploring the Porcelain concept
Milestone 2
Defining the colour palette
Milestone 3
Illustrating the pieces
Milestone 4
Producing the video pieces
Milestone 5
Rolling out the campaign across channels: websites, social media, email marketing...
The porcelain effect, in motion.

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