This campaign breaks category convention by repositioning Citracal’s product focus from a functional health claim to one of beauty and a must have in every woman’s age-defiance arsenal. Beauty Is Bone Deep showcases strong, vibrant, sassy women in the form of living, breathing x-ray bodies that are then revealed to be women who are all 50+. Encouraging women to see themselves in this way works to break stereotypes and challenges the perceptions of aging. It shows women that real beauty starts from within -- regardless of age -- and radiates out. Beauty is bone deep.

The key VFX component to this campaign was creating a set of bones that appeared healthy, looked realistic, and had a youthful sense of movement. To achieve this the VFX team, working in conjunction with the Director, executed this brief using the latest in motion capture technology, compositing software, and highly skilled artists. The first step in the process was to design the look of the bones. Using x-ray reference as the inspiration, we crafted a unique look and style that could show off a youthful looking skeleton without being frightening or morbid. At the shoot we used motion capture to attain the real actions of our 50+ hero women. After the edit of the performances was locked we projected the skeletal frame over the talent and married it to the performer using the motion capture data. Accessories (like jewelry and shoes) were added in CG to add to the stylistic and fashiony flare of the spot to project confidence and add some humanity.The work was rendered out of Maya and composited in Flame to achieve the final result.