Ceata Design & Branding ZOOM by Dentsu Latin America Sao Paulo


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Industry Health & Pharmaceutical Products
Media Design & Branding
Market Brazil
Agency Dentsu Latin America Sao Paulo
Creative Director Alexandre Lucas, Willy Beondani
Art Director Marcelo Camargo, Estefânio Holtz
Copywriter Gabriel Schmitt, Renato Barreto
Producer Ricardo Walter Lopez
Released January 2012

Credits & Description

Category: Posters
Creative Vice President: Felipe Cama (Dentsu Brasil)
Creative Director: Alexandre Lucas (Dentsu Brasil)
Art Director: Marcelo Camargo (Dentsu Brasil)
Art Director: Estefânio Holtz (Dentsu Brasil)
Copywriter: Renato Barreto (Dentsu Brasil)
Copywriter: Gabriel Schmitt (Dentsu Brasil)
Art Buyer: Ana Luiza Rodrigues (Dentsu Brasil)
Producer: Ricardo Lopez (Dentsu Brasil)
Media placement: Posters - Gyms, Business Centers, Sports Clubs - january 20th,2012

Describe the brief from the client
To raise awareness that the acupuncture treatment is an efficient form of medical practice. At the same time we should keep it simple, and if possible, through humour.

Describe the challenges and key objectives
We had to make people understand that acupuncture is a serious form of medicine. The doctors practising it go through an extensive 5-year course. That is as much study as any person has to go through to become a doctor. So visually we knew we had to have a more technical approach. At last, we want it to show how efficient and precise it is.

Describe how you arrived at the final design
The idea was to create an image of a needle finding its way inside the human body. First, we went through some designs exploring simple and iconic vector-shaped forms. However, it didn't feel right, the forms were too simple and it lacked the realism the idea asked for.

For the final design we ended up reconstructing these close ups in 3D. We researched and applied as many real textures in the final illustration in order to make it look real. Up until the last minute, we were using a simple white Helvetica 3D typeface, writing 'pain' where the focal point of the image was. However, again it didn't feel right, so we designed the typeface so it looked like little vessels inside the body.

Give some indication of how successful the outcome was in the market
For one, a surgeon asked for the posters. And people were really intrigued by the images, and surprised when they found out the meaning of these posters.