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Thorne Healthy Aging Campaign

Through a novel combination of painting, live-action, and 3D, we told told a poetic story about healthy aging for Thorne.

Role: Creative Director & Live Action Director

Credits : 

Client : Thorne

Studio: BUCK

ECD: Ben Langsfeld

EP: Joe Nash

Creative Director: Liron Eldar-Ashkenazi

Art Director: Doug Hindson

Lead Producer: Jess Pierik

Matte Painting: Doug Hindson, Fernando Utreras, Wesley McClain

2D Animation: David Hobizal, Federico Saenz Recio, Gilles Desmadrille, Po-Chen Chia

CG Animation: Chris Ribar, Daniela Portilla, Filipe Machado, John Karian, Joy Tien, Shane O'Hara

Editorial: Audrey McHale, Cameron Kelly, Talia Mazzarella

Colorist, Jose Fuentes

Compositing: Lurival Jones, Navid Bagherzadeh

Production Coordinator: Jennifer Blackwell

Copywriter: Logan O'Brien

Head of Live Action Production: Trish Rigby

Live Action Directors: Liron Eldar-Ashkenazi & Doug Hindson

DP: Derek McKane

VFX Supervisor: Chris Ribar

Line Producer: Brian Bennhoff

Production Designer: Wayne Neho

Wardrobe Stylist: Bree Perry

Hair & Makeup: Jamie Bednarchick

1st AD: Marco Ajello


Visual Poetry

Steering away from traditional supplement commercials’ obsession with “anti-aging,” we focused instead on an aspirational view of healthy aging that delivers a holistic lifestyle rather than a cure.

Playing with scale and surrealism, we created a set of sublime environments for real people to inhabit as we told our story. The painterly textures and serene natural landscapes feel like a natural extension of the visual language that had been explored in our previous work for Thorne.


3D as a Means to an End

The paintings themselves set the tone for each of the scenes, meaning the 3D elements needed to feel integrated and embedded with each landscape. Matching lighting between the painted world and our 3D objects helped to unify each environment. As well as modeling the products, we also used 3D to bring depth to landscape elements in scenes with dynamic cameras, adding parallax and a sense of depth where it was needed.

For non-product elements, like the blossoming flower, we used painted textures to break up some of the precision.


The Product as Support

Product moments were designed to feel like animated still-lifes: quiet and reflective moments, playing with the idea of passing time

Live Action

Much like with the 3D, we wanted the live-action talent to feel natural within their painted environments while still feeling intentionally “real.” We kept brush strokes and texture on elements of the environment and instead unified people and background through light and color.

Our shoot involved live-keying actors on top of paintings so that lighting could be angled and adjusted in real-time.

The cast reflected different moments during the journey of growing older—different ages, body shapes and genders.