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Digital Weight Gain for Obesity Awareness

‘Measure Up' by Australian Government

— November 18, 2008 — Marketing
The Australian Department of Health is starting an initiative, “Measure Up”, to raise awareness of the danger of weight gains and its effect on personal health and family relationships.

Created by 303 Perth and directed by Graeme Burfoot, the idea of the 60 seconds video spots is to explain that people should be careful about continuous weight gains rather than ignoring it until it becomes a BIG problem.

VFX Supervisor Angus Wilson explains, “Graeme wanted the overall change in the main character to be so subtle and gradual that by the end of the spot the audience would be shocked by how unhealthy he had become.”

That fluid change was achieved by filming a number of men with different body shapes, then morphing and blending them into one character.
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