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[

Krystexxa

]

Krystexxa - Down and Out Kidney

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Industy

‍Spotify

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Discipline

Animation

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What we did

Itay Tevel

Industy

‍Spotify

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Discipline

2D

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What we did

Itay Tevel

Industy

‍Spotify

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Discipline

Character

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What we did

Itay Tevel

Industy

‍Spotify

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Pharma

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What we did

Itay Tevel

Director Dan & Jason
Agency Area 23
Production Co Hornet
Executive Producer Alex Unick
Head of Production Greg Bedard
Head of Creative Kristin Labriola
Producer Marty Geren, Lucas Ajemian
Production Assistant Nico Benenati

Editor Sam Stullin
Animation Supervisor Mike Luzzi
Storyboard Artist Randeep Katari
Designers Johnny McCormick, Ty Enos, Natalie Labarre, Sara Litzenberger
Animators Sara Litzenberger, Tom Smo, Nick Zweig, Geo Barnett, Hyo Bin Kang, Kathleen Gleeson, Seongjin Yoon
Compositing Tavet Gillson, Bil Thompson
2D Intern Emma Janson

AREA 23 TEAM
CCO Tim Hawkey
GCDs David Adler, Jason Graff
CDs Steve Hennisch, Leah Kabrhel
Producer Jack Hogan
Account Tom Sudovar, Amy Spence, Lir Dimanstein
Medical William Vecino
IP Ginneh Williams-Nieves, Michelle Barnes
Animation Studio Hornet
Sound/Score Canja

HORIZON THERAPEUTICS TEAM
Vice President, Gout Marketing Ingrid McPhilliamy
Senior Director, Gout Marketing Michael Nagro
Senior Director, Gout Marketing Julie Hernandez

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In this film, Hornet Directors Dan & Jason convey the cautionary tale of what happens to the body when kidneys are exposed to too much uric acid.


Collaborating with Area 23, Dan & Jason crafted a film that tackles the serious subject of chronic kidney disease with a thought-provoking and resonant tone. The extended storytelling and meticulous character design contribute to a narrative that leaves a lasting and informative impact.

To convey the challenging nature of chronic kidney disease visually, Dan & Jason opted for an unsettling tone. The background settings were rendered stormy and gritty, while characters were designed with dark, complementary aesthetics. Uric acid transformed into a jagged, spiky monster, embodying every balloon's worst nightmare. Organs and body parts afflicted by the disease, such as kidney, heart, bone, foot, and hand, were personified with faces and limbs, bringing the harsh reality of their deterioration into sharp focus. The agency and client's willingness to break from traditional norms allowed Dan & Jason to delve deeply into this world, infusing both gravity and a touch of humor through an anthropomorphized kidney protagonist.

Directed by 

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