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Creative MOA

 

CREATIVE MOA

 

This project was a mechanism of disease and action visualization for the way that a new drug’s antibodies interact and flow through the body to reduce osteoarthritic pain. Because there were various intended audiences for this film ranging from patients to medical professionals, we were asked to create something informational, while at the same time unique and beautiful. Using a hyperreal aesthetic and graceful camera motion, our intention was to create a film that was both engaging and easy for the viewers to understand.

 
 

PITCH | style frame

 

As part of our pitch, we created styleframes and motion tests to demonstrate our vision for this film. Once awarded, the project underwent a detailed and iterative design phase, exploring all of the 3d models needed for the film.  This process was applied to all of the elements, from the main human character to the microscopic environment, and included exploring designs for the various proteins and antibodies. We meticulously explored all of the materials and textures within the piece. How light affects the various surfaces and how they absorb light along with their translucency and transparency. 
We also undertook a comprehensive RnD period for the particle animations, and an animation previs in order to get approval on timings and pacing.

 

PRODUCTION | CGI MODEL EXPLORATION

Brain

Brain

Neurons

Neurons

Particles
Organs

Organs

Globe
TrkA Receptor
 

PRE-PRODUCTION | ANIMATIC

Handbuild.gif
MOA-two.gif
Signalling.gif
 
 

PRODUCTION ︱ STEP BY STEP

 
 

Once we entered production, because of all the work done during the design phase, we were able to focus on perfecting and polishing each shot. The final challenge concerned rendering the piece. Because of its 2 minute running time, its 4k resolution, and the complex materials involving many layers of transparency and translucency these shots took a lot of computing time to render. Once completed all of the output was run through Davinci Resolve in order to perfect the colors of each scene and finally add the audio.

 
 

final

 

We had a great team and client on this project, which made the entire process run smoothly from design through to delivery. This film showcases how we can help to deliver an engaging medical animation that can appeal to different audiences.