Multiple Myeloma is a bone marrow cancer that carries a threat of recurrence, patients require continual treatment. Celgene, a global biopharmaceutical company that develops treatments and therapies for various conditions, wanted to create a campaign to underpin the seriousness of continual treatment. Havas Lynx asked Taylor James to produce two stills for the campaign – the talent and props in the crocodile image were captured on set, the other talent and animals were created in CG.

Early on, it was decided that most of this project would best be addressed in CG, but there would still be a shoot to capture the talent for the crocodile image. Though some rough concepts and poses were approved, the talent and the props (boat and paddle) were shot in studio doing various poses to provide the clients with more options. Even though the images seem simple, the team had to keep a close eye on the ratio of the talent to the animals to keep everything realistic.

A man in a boat with a paddle. Seems simple enough! In this 1-day shoot, we were able to capture multiple poses and angles of the hero fighting off the crocodile. Took some imagination, but in the end some great shots were taken to drop into the CG environment.