TGCT
OVERVIEW
The Challenge
To create a striking, abstract sculptural representation of TGCT, a rare non-malignant but locally aggressive tumour affecting the knee.
Rather than a literal or clinical depiction, the brief called for a conceptual visualisation of the condition using metaphor and scale to communicate damage and disruption, while holding a strong, cohesive art direction suitable for a physical diorama, for client Heartbeat.
The diorama was built around an abstract narrative: construction site workers actively damaging the knee, used as a visual metaphor for the effects of TGCT. Every element was designed with physical production in mind from the outset, balancing fine detail with structural integrity and print feasibility.
From Digital to Physical
Working alongside Gecko animation to create the 3D models and designs, we printed through JC3Design and Microworkshops.
We then took the printed pieces through final production, hand-sculpting to refine detail, hand painting every surface, rigging miniature controlled lighting, and set dressing the full diorama for photography.
The result is a bold, physically built piece that translates a complex medical condition into a compelling visual story from digital sculpt to finished, lit, photographed diorama.
The piece was also modular, letting us pull pieces out and rearrange them between shots, re-dressing the set throughout the shoot.
Client: Heart Beat / TGCT
Production Company: Publicis
Director: Andy Mathurin & Meghan Kaye
Style / Short Form Advertising / Stills Photoshoot / Hand painted miniatures.
This year, we had the absolute pleasure of collaborating with the incredible team at PXP Productions to create this piece for Heartbeat, shedding light on the challenges and pain experienced by those living with TGCT.
We loved every moment of building, shaping, and painting this sculpture — a vivid, emotional depiction of what it truly feels like to endure such a condition.
