Initial ideation and sketches. At first the idea was to show the same process during 9 month of pregnancy- the growth and metaphorical "threat" by alcohol. We replaced this idea later - showing different organ systems being affected seemed to have a stronger visual impact.
The new idea looked a bit abstract at first, so later we decided to give it a more distinct shape of a child.
Final results that was also hand-painted on the medical scrubs.

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