Mode of action animation

Objectives
Our client’s novel, bio-engineered, injectable product has unique and complicated pharmacological properties producing key clinical benefits. In the pre-launch period, it was important that doctors should be made aware of and fully understand these unique aspects. This would enhance the expectation of genuine advantages arising from sound mechanistic principles. Also, it was essential that the client’s own sales and marketing staff around the world should understand the processes and be able to explain them to customers in a consistent and clear manner.

Approach
Watermeadow produced a series of animated sequences showing key aspects of the product’s pharmacology at a detailed molecular level. These animations accurately illustrated processes such as molecular self-aggregation, dilution and disassociation, transportation and receptor interaction. For specialist input, we worked with graphic designers using the latest 3D modeling software, video producers and recording studios. The sequences were designed so that they could be linked to show the unbroken process from injection to receptor activation or shown individually. Live action and 2D graphical sequences were also recorded to enable the animated sequences to be related to practical issues such as product administration and to clinical concepts. The sequences were edited into several communications tools, including a comprehensive narrated film for stand-alone use at exhibitions and sales meetings, and shorter versions for use in symposium presentations.

Outcomes
The materials have been shown on numerous occasions to local and international audiences with the narration translated into many languages for worldwide use. The concepts illustrated are universally recognized and understood by target audiences. Indeed, the imagery was so well received that it has been adopted as the scientific branding for the product. A sequel illustrating related concepts with similar imagery was recently commissioned.