Dr Stretch: Rubber band back

Credits & Description:

Category: Recreation, Leisure
Media: Print
Category: Professional Services
Brand: Dr Stretch
Agency: McCann
Geo: Singapore
Advertising Agency: McCann Worldgroup, Singapore
Creative Directors: Peter Hibberd, Alfred Wee
Art Directors: Peter Hibberd, Alfred Wee, Beng Wee
Copywriter: James Keng Lim
Photographer: Teo Chai Guan
Published: March 2017
Description: Dr Stretch is a physical fitness program in Singapore.
Stretch your limits.
Synopsis:
Dr. Stretch is a Japanese based company that provides professional body stretching techniques to increase recovery and maintenance of core strength. Developed in the U.S. and used by Major League Baseball teams for the Boston Red Sox, it improves performance and is now commercially available. The task was to launch the franchise in Singapore at key retail malls.
We created an arresting campaign in a visually crowded retail market by physically creating muscle structures out of real rubber bands. To achieve the perfect anatomy structure of the human body, the model maker spent days molding and hot gluing single strands of rubber bands to create the final muscle sculpture.
Without the need for much photographic retouching, these muscles structures, under the dramatic studio lighting captured a life-like anatomy. The only fine-tuning was the adjustment of the color and removal of a few glue marks.
In a world where overly retouched and completely 3D images are created to bring an idea to life, this was a refreshing approach to achieving our goal with straight photography.