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Web Film
Insmed: Unbreakable
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Animation studio ROOF Studio recently partnered with ad agency AREA 23 on a CG film called 'Unbreakable' for biopharmaceutical company Insmed. The two and a half minute piece aims to bring awareness about Nontuberculous Mycobacterial (NTM) lung disease, a condition which can be difficult to identify due to its similar symptoms with other lung conditions. The film was crafted to create a sense of urgency for doctors and specialists to recognise and diagnose NTM. 'Unbreakable' is a visual metaphor of the NTM experience. Based on actual NTM patient experiences, the film opens on Barbara the Bunny, a plush toy fabricated in a magical factory. When she comes alive, she realises something is not quite right as she begins to cough, splitting a piece of her fabric in the process. Barbara is expelled from the factory by 'Quality Control' and from there, we follow in her journey across the city desperately seeking a specialist for her situation. To her relief, a sweet toy repair shop owner knows just exactly what to do. For ROOF, which has built a reputation for its colourful and richly-detailed animation work, 'Unbreakable' was the perfect opportunity to create a film with the same level of craft seen in stop motion puppet-fabrication films. ROOF put an enormous amount of detail in bringing Barbara, the 24-inch-tall bunny, to life - including everything she comes in contact with in her world - with a sense of realism. Guto says the agency wanted her to express an element of sadness as an NTM patient but also cuteness to help create empathy. In the end, the ROOF team landed on a design that captured a charismatic and intelligent bunny protagonist. ROOF developed the entire pre-visualisation of the film in 3D. In addition to providing the client with an early look at the visual style and direction of the film, this pre-production step enabled the team to calculate critical details, such as camera movements, composition, and the volume of texturing the job required.
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