JYNARQUE – Pharmaceutical Visualization
For this campaign, Rothmann Rose partnered with me to create a striking visual metaphor for kidney disease and treatment with JYNARQUE. The challenge was to transform a complex medical condition into something both scientifically resonant and visually captivating for a broad audience.
The imagery was crafted entirely in CGI, beginning with the design of surreal, kidney-inspired tree forms. Each tree was modeled with a canopy resembling nephron structures, symbolizing both organic growth and the challenges of polycystic kidney disease. Careful attention was given to texture and lighting, ensuring the trees felt lush, tactile, and alive while still hinting at the complexity of the underlying condition.
Once the 3D models were developed, the landscapes were built to balance a sense of wonder with a grounded natural realism. Atmospheric depth, soft sunlight, and layered vegetation were introduced to situate the trees in a believable world that also carried a dreamlike quality. Retouching played a key role in refining these elements: color grading brought harmony across the compositions, subtle details were enhanced for print and digital clarity, and the final polish ensured the visuals carried both impact and elegance.
Rothmann Rose’s direction throughout the project shaped the creative vision into a cohesive story, ensuring the final artwork aligned seamlessly with the medical messaging and regulatory requirements. The result is a campaign that communicates the seriousness of ADPKD while offering a memorable and imaginative visual narrative.