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If you happened to catch this PSA on television in Britain this month, you might be left wondering if it is—could it somehow possibly be?—real footage. And that's the point.
The spot, from Grey London, shows an unborn baby drifting around inside the womb in what is surely the most real-seeming in-utero footage ever. It is, however, all CGI.
"The craft and technique that Digital Domain and [Radical Media director] Chris Milk put into making the ad was amazing, and the end result looks so brilliantly life-like that we hope people will walk away from it questioning whether it's real or not," says Grey deputy executive creative director Vicki Maguire.
The ad, for the British Heart Foundation, even has the baby do the voiceover (in a child's voice).
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