The ony restrictions we had were the dimesions and that it had to be a digital piece.

 

We were asked to present one of the benefits of milk as a focus to our illustration, and to integrate the logo of the client into our illustration. 

 

The concept of this ad revolves around how milk fortifies teeth with Calcium, which got translated visually into this concept of how milk drops are workers in a construction site (the tooth). The gears pattern was used to complement the idea of process and construction work connoting that you need to drink milk often to get it's benefits and not just once.