The concept has been conceived in CGI and represents Idiopathic pulmonary fibrosis (IPF) and what it does to the lungs. To develop the story of the disease we made a figurative representation of the symptoms utalising a stack of Jenga wooden blocks formed into the shape of human lungs. As IPF is a type of chronic lung disease characterized by a progressive and irreversible decline in lung function. We represented this decline by removing the wooden blocks and in turn strengthening the visual storytelling with the loss of breath and decline in lung capacity.
Concept / Ideation