Lucy cgi/LSD Create Digital Skeletons for Citracal “Beauty is Bone Deep” Campaign

Lucy cgi/LSD was commissioned by Energy BBDO for a complex CGI and photography project for Citracal’s “Beauty is Bone Deep” campaign. Emphasizing bone health as the foundation of real beauty, the concept was to show women as x-rays in vibrant, energetic poses full of life and with a “take charge” attitude.

Hired for their extensive experience and expertise with combining CGI, photography and retouching to create highly realistic imagery, LSD was tasked with bringing this concept to life with a seamless, authentic and dynamic final image.



Agency: Energy BBDO
Client: Bayer Healthcare
Product: Citracal
CD: Elaine Perri
AB: Christen James
Producer: Mary Pratt