BRACCO | EXPO DUBAI 2020 | Art Direction

On the occasion of Expo Dubai 2020, Bracco is participating in the Italy Pavilion with an installation on imaging. #beyondbeauty is a journey that wants to show the connections between man and nature, between medical analysis and mathematical laws that govern the world.

The installation entitled “The Beauty of Imaging”, designed by Giò Forma, aims to make visitors aware of the importance of life sciences and in particular of diagnostic imaging, one of the most important discoveries in contemporary medicine.

Director: Federico Penzo – Production: Adstore

Together with Mauro Belloni, who came up with the concept and handled the authorship, we created a visual journey that connects the natural world to the human dimension, from the macro to the micro. From the particulate to the nuclear, the building blocks of DNA become the diagnostic images that enable predictive and personalized health analysis. From neurons to humans to the natural world once again.

We worked with 3D to have more control over the scenes and create transitions between them that were consistent and fluid. Below is a series of images and videos that show the process and the making of the project.