Theraflu.
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The partnership
(01)
Prodigious brought us in to collaborate on the reimagining. Working closely with Richard Baynham and the team at Prodigious, we explored as many routes for the Blue Man as possible before committing to one.
To keep the connection to the film's subject, we sculpted the character to capture their likeness, so the transition into the Blue Man world clearly references the person on screen.
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The challenge
(02)
The Blue Man is one of the key assets in Haleon's visual arsenal for Theraflu. The existing graphics had become generic, and they were not carrying the premium feel or the scientific accuracy the character deserved.
The brief was to elevate the character without losing its general feel. Make the Blue Man a clear rendition of the film's subject, and open up its internal biology so the science reads accurately.
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The craft
(03)
We began with new textures, concentrating on a glass surface that revealed the full internal structure of the character. Ultimately the glass communicated fragility and hardness rather than a softer human touch. From there we varied the softness and subsurface scattering of the skin, holding a human element without letting the texture become uncanny, and closed the character's eyes to take it further from an uncanny rendition.
To show how the product's benefits manifest inside the body, we explored different ways of revealing the Blue Man's internal biology, and settled on a soft edged window. Antihistamine, cough suppressant and vitamin C each get their own reveal.
"The way you combine creative excellence with the ability to accommodate and interpret unexpected feedback is impressive. You always go the extra mile to find a solution.
Thank you so much for your creativity, craft, expertise, problem solving and support on this Theraflu job. I'm so glad our client went with our recommendation to work with you again.
I can't think of a better partner for this project."
Richard Baynham, Creative Director, Prodigious
Mainframe x Theraflu