Thorne Healthy Aging

2022

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

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.

Discovery: Where we started

Our starting point was loose painting exploration —playing with ways to integrate humans and objects in natural landscapes in a way that pushed scale, lighting and saturation.

We took inspiration from Surrealist masters like Magritte & Dali, as well as Romanticists like Caspar David Friedrich, where landscapes tell as much of a story as the people and objects within them.

Cutting together footage of the natural world showed us locations for exploration and started to give us a sense of pacing and camera movement.

We also used some cutting edge machine learning (EBSynth) to apply our painted style to some complex elements, like clouds and water.

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.

A Story Built for Social

As well as a standard widescreen format, we knew we would also need to deliver square and portrait aspect ratios.

We designed with this in mind, making sure that compositions could be cropped in multiple ways, and could accommodate typography as needed.

Credits

BUCK

Executive Creative Director

Ben Langsfeld

Executive Producer

Joe Nash

Creative Director

Doug Hindson

Liron Eldar-Ashkenazi

Sr. Producer

Jess Pierik

Production Coordinator

Jennifer Blackwell

Victoria Sigel

Global Head of Creative Leadership

Orion Tait

Ryan Honey

NY Head of Creative Leadership

Steve Day

NY Head of Production

Kevin Hall

NY Head of Design

Joe Donaldson

NY Head of 2D Animation

Chad Colby

NY Head of 3D

Bill Dorais

NY Head of Post Production

Jose Fuentes

Post Production Supervisor

Jose Fuentes

Head of Strategy

Marla Moore

Brand Strategist

Asia Hunt

2D Animation Lead

David Hobizal

Gilles Desmadrille

CG Lead

Chris Ribar

Copywriter

Logan O'Brien

Concept Art & Matte Painting

Doug Hindson

Fernando Utreras

Wesley McClain

Technical Director

Jose Fuentes

R&D

John Karian

Joy Tien

Modeling

Daniela Portilla

Filipe Machado

Lighting

Chris Ribar

Shane O'Hara

Compositing

Lurival Jones

Navid Bagherzadeh

Previs

John Karian

3D Animation

Chris Ribar

John Karian

Houdini

Chris Ribar

2D Animation

Federico Saenz Recio

Po-Chen Chia

Editor

Cameron Kelly

Assistant Editor

Audrey McHale

Talia Mazzarella

Color Grade

Jose Fuentes

Head of Production - Live Action

Trish Rigby

Live Action Director

Doug Hindson

Liron Eldar-Ashkenazi

VFX Supervisor

Chris Ribar

Line Producer

Brian Bennhoff

DP

Derek McKane

Production Designer

Wayne Neho

Wardrobe Stylist

Bree Perry

Hair & Makeup

Jamie Bednarchick

1st AD

Marco Ajello

Script Supervisor

Jennifer Blackwell

3D Design Director

Chris Phillips

Sound

Music, Sound Design, VO & Mix

Antfood

Executive Creative Director

Wilson Brown

Executive Producer

Sue Lee

Composer/Sound Designer/Mix Engineer

Spencer Casey

Senior Producer

Jennifer Fife

Production Coordinator

Charlie Blasberg