Media Tour Support

The brief: Support a clinical site’s satellite press tour announcing the favorable results of a clinical study potentially benefiting tens of thousands of pancreatic cancer patients.

The media tour included in the press kit the animation clip – all I managed to save of the campaign is this small preview file with time code.

The market impact was profound; patients for whom previously there was little hope found the clinical trials around the world working on treating cancer’s in one of its deadliest forms. Media coverage was extensive and the campaign delivered broad awareness of the study results.

Data Visualization

The brief: Visualize fluid dynamics data to support a clinical claim and product positioning for the launch campaign.

Showing a clinical benefit in real time is often difficult and sometimes impossible. Modeling can highlight a material, a property, or in the case of this example the trajectory of a fluid in motion.

The product went on to become a category leader in the segment.

Clinical Training

The brief: Deliver a low-cost 3D animation describing a new treatment for COPD being developed by a small medical device startup company.

The majority of the budget was used to model the product, including texture and shade designed to match the less-extensive 2D fixed-perspective anatomy modeling. The saved the client significant production cost, and sped the delivery schedule.

If the product had reached commercialization maturity the 2D look of the anatomy could have been easily upgraded to a fully textured landscape with six- degrees of freedom camera movement

Product Launch

The brief: Demonstrate the clinical safety and efficacy of a novel diagnostic sample device.

3D visualization tells compelling stories about how, where, and why a device’s use is needed. Isolating individual objects and structural relationships gives the viewer an indelible impression.

The 3D model begins with .IGES file exports from the CAD design program where designers first create the product. It’s never too early to build a shaded and textured object in the product commercialization process.

Product Design 3D Test

The brief: Find a new way to illustrate the adjustable curves of a typical gas permeable hard contact lens.

Do not adjust your computer, this is not a video file. Visualizing some concepts takes more ideation than anything else. I include this product study to mention the several steps any animation project must have; there are no shortcuts to great animation.

After ideation the first motion tests are the most exciting – seeing a story come to life. Animation is a great tool for explaining almost any product, and is closely related to its CGI cousin – creating billion-dollar brand franchises seemingly every week

Product Animation

The brief: Introduce a radically new approach to solid tumor destruction using a novel energy source.

Less than four minutes of 3D animation took months to accomplish; the claims language had to be vetted, the method of action described, the clinical utilization described, and the procedure benefits detailed. None of that work existed before the team began work on the animation script.

Few projects are as foundational as an animated narration for a product introduction; the rigor of putting words on paper has a clarifying effect on the marketing thinking of everyone working on the project