GOT HEMORRHOIDS?

There is a subject that society prefers to remain silent about, even though it affects millions — hemorrhoids. The condition appears suddenly, brings discomfort, yet people often don’t know how to treat it properly and feel too embarrassed to even discuss it with a doctor.

Проблема

Our challenge was clear: how do we break the taboo and visualize the disease in a way that grabs attention without turning people away? We needed to create an image that would look convincing in any setting — on the street, in an office, at a restaurant, or even on a theater stage — while maintaining a careful balance between grotesque and realism.

Решение

We turned the disease into a character. To bring it to life, we developed a complex costume construction: multiple layers of fabrics and materials allowed the actor to move naturally, while the audience perceived the character as “real.” Every detail — from shape to texture — was meticulously crafted to evoke both aversion and recognition at the same time.

Set design and props amplified the sense of intrusion. In fact, we even built custom-made sets — for example, doors designed to be smashed repeatedly across multiple takes — so the character’s disruptive presence felt authentic and cinematic. Makeup added depth and enhanced the character’s presence. Together, these elements created a visual language that made the disease impossible to ignore.