We see a woman walking through a barren landscape. She stops, apparently in discomfort, as she sees see huge food icons made of solid glass in front of her on the plain.

We cut to a close up of the Creon capsule between her fingers. The Creon pill opens and hundreds of ‘mini- microspheres’ float up out of the pill, swirl and flock elegantly across the sky, forming a whirlwind shape. The huge glass food icons are drawn into the whirl and we see the food being broken down by the mini-microspheres.

The woman is now standing in the empty landscape under a clear blue sky, at peace.

We cut to a shot of the Creon pack floating between the woman’s hands, and see a super: For Easier Digestion.

Director Sil van de Word created a world of ‘glass food’ built from CGI to represent food that can be difficult to digest, showing how Creon can help people digest food more easily.

Rendering food as glass posed a number of challenges, choosing the right shapes, angles and lighting to represent the food items figuratively, but correctly.

Development of the commercial involved a meticulous process of trial and error - It was surprising to see how many food items don’t like anything like food once you make them transparent and from glass!

The creative intention was to make the ‘mini- microspheres’ swirl and dive across the sky, like flocking birds. This was a painstaking, meticulous process, first representing the microspheres inside the product technically correctly, then trying to make them behave like hundreds of individual birds!