Nestlé Health Science Star Malu Returns with Tribute to Nutrition Professionals
Nutritionists' effort and dedication to the future of the profession is the main topic in the Nestlé Health Science campaign ‘Nourishing Futures,’ created by FCB Health Brasil. This is the third consecutive year in which the company pays tribute to nutrition professionals, who celebrate Nutritionists' Day on August 31st.
This year, Malu, the star of the previous campaigns (see 2019 here and 2020 here), a character representing a nutritionist, is no longer animated, but has become a digital human character. Thanks to technology used in Brazilian advertising for the first time – the Unreal Engine and the MetaHuman tool – Malu is more real than ever, and is now an important representative for Nestlé Health Science, interacting directly with the audience and lending a more genuine feel to the new phase of the campaign.
"Education changes the world of nutrition. That is our mission, and Malu's mission as well. We chose the date when nutritionists are celebrated to also emphasise the power of nutrition itself. Because nourishing the future with quality means nourishing the future together," says Mariana Lemos, Nestlé Health science marketing manager.
The technology was directly borrowed from the gaming universe to enhance the campaign. In partnership with Vetor Lab, Malu came to life by means of a motion capture suit that records every movement made by an actress model, so they can be interpreted in real time and up to 8K resolution.
According to Diego Freitas, FCB Brasil ECD and co-managing director: "the magic of the whole process was taking a campaign – that is always very special to us – from paper to something completely new. Malu not only represents a brand, but a profession. She has told her story, fought in the Covid-19 front lines, and now is undertaking a new mission, interacting in a personalised and targeted way in the Nestlé Health Science communication channels."
"This process opens the doors for creating multiplatform content in the speed required by today's digital world. With this tool, Nestlé Health Science can have Malu hosting livecasts and interacting with employees and professionals in talks, seminars, and training events. In the future, Malu can reach the final consumer in augmented reality recipes and interactions on social networks," adds Mauro Arruda, FCB Health Brasil ECD and co-managing director.
Agency: FCB Health Brasil
Strategy, creative and production: FCB Health Brasil
Team: Ana Maria Boschi, Breno Ferreira, Camila Zupo, Diego Freitas, Diogo Barbosa, Fernanda Geraldini, Guilherme Fortes, Guilherme Rodrigues, Julia Cortizo, Juscelino Vieira, Leticia Azevedo, Liandra Monteiro, Luisa Kneipp, Mauro Arruda, Natalia Assis, Rodrigo Carvalho, Samya Anjos, Tata Carneiro
Client: Nestlé Health Science
Production Company: Vetor Lab
Executive Director: Alberto Lopes
Directors: Luiz Evandro, Alceu Baptistão
Technology Director: Giovani Ferreira
Projects and Operations Director: Marcia Sumie
Client Services: Raphael Stanzani, Márcia Guimarães
Project Manager: Eve Weigel
R&D: Alexandre Jum Murata
Executive Producer: Francisco Puech
CG Directors: Alceu Baptistão, Fabio Shigemura
Rendering: Jum Murata
Animation: Jun Murata, Alceu Baptistão
Composition: Diogo Girondi
Pose Stills: Hélio Tak, Graciliano Camargo, Michael Maron
Post-Production Stills: Humberto Gava Filho
Motion Capture: Picma Post
Sound Production Company: Shuffle
Musical Direction: Henrique Ruiz Nicolau
Musical Score: Henrique Ruiz Nicolau, Luiz Vital
Post Production: Shuffle Team
Account Services/Coordination: Renata Costa
Client approval: Mariana Lemos, Sâmela Viana, Stephanie Gomes
Category: Healthcare and Wellness , Medical Associations
Genre: Animation , Dialogue