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On a more serious note we were commissioned by Story agency to produce a TV commercial that highlights the dangers of alcohol consumption.

The mood board was an ambitious, but an amazing idea that we loved from the start - to follow the journey from a glass of beer, down the throat, into the stomach and then to visualise the internal harm that alcohol can cause, before exiting the body to find our subject in a hospital diagnosis situation.

But the question was, how do you realise this and make it look convincing?

The answer lay in a combination of live shooting on sets, the manufacture of detailed and medically accurate models of body parts, specialised camera rigs built for the shoot, a probe lens, a motion control system and some clever VFX trickery. Produced by Stephen Salam, Directed and edited by Mark Lediard working with Director of Photography Ross Marshall.

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