The creative team at 3DNA Medical Animation and Hogarth World Wide implemented this unique combination of live-action and 3-D generated people for Hogarth World Wide to form a 'flash mob' to deliver the message to consumers: That you get "more" from Brilinta.
On-screen ethnically diverse actors were shot against green-screen for the opening close-up in order to customize for various global markets. Once the main talent greets the viewer, the camera then dollies back, allowing him/her to blend into the congregating 3-D crowd via seamless digital compositing. The virtual camera then tilts up to reveal the crowd assembling to form the word, "more."
This technique was later repurposed to produce 11 variations of the word "more" to facilitate each market and corresponding language.