Abbott, Director Peter Thwaites, VML Chicago Tackle The Emotional Toll Of Diabetes
This article originally appeared in SHOOT, February 13, 2025.
Peter Thwaites of The Corner Shop directed this film for healthcare company Abbott that shows what it’s really like to live with diabetes–including the constant judgment, shame and guilt.
The film is the cornerstone of Abbott’s new global initiative called “Above The Bias” out of agency VML Chicago, which is driving awareness about the health impact common misconceptions and bias about diabetes can have on people living with the condition.
Thwaites said:“What initially drew me to this project was the chance to create a visual metaphor for the weight of other people’s opinions–something we all carry, whether we realize it or not …”
Preymaker designed and executed the photoreal CG “Paper Beast” that the live-action performance transforms into over the course of the spot. In early shots, the actor wore a practical paper suit, but as the accumulation grew beyond what was physically achievable, a full CG replacement was created. Using Houdini for simulation, look dev and lighting, rendered in Arnold, movement, weight and texture of hundreds of unique paper slips were replicated. Each slip with distinct handwriting, translucency and wear. Preymaker’s team matched shadows, bounce light and reflections to the live-action plates, using HDRI capture and projection on Proxy geometry for proximity-accurate lighting as the character walked through varied environments. This was done working closely with director Peter Thwaites to ensure the Paper Beast’s presence conveyed heaviness and emotional burden.