Ars Thanea was approached by Young & Rubicam Sao Paulo to produce two key visuals for their "Before Anything Else, São-Paulino" campaign. In case you're not familiar, são-paulino is the term used for fans of the team and for them, soccer is life. The concept for the ads was to show a são-paulino tearing away his skin to reveal a São-Paulo Football Club jersey.
To achieve the unusual effect of very realistic skin tearing away Ars Thanea combined photography, creative retouching and CGI techniques.
By combining photography, Photoshop compositing and CGI effects, we were able to produce the two key visuals for the campaign.