Phase 01
Objective
Represent clearly and visually the state of a body affected by a virus and the effects of the medicine on it, so that the mechanism of action was understood first time.
VIRTUAL REALITY FOR PHARMA
FARMACÉUTICA GSK
Virtual reality for pharma: a journey inside the body
The project
Virtual reality for pharma: a journey inside the body
GSK needed to explain clearly how one of its medicines acts on an infected body.
The process
How we approached this project
Phase 02
The opportunity
A drug’s mechanism of action is usually explained with diagrams that only someone already trained can read. Travelling through the body from the inside puts that content within reach of any audience.
Phase 05
The solution
A virtual reality build for pharma that turns a complex mechanism of action into a visual journey, suitable both for internal training and for presentations to healthcare professionals.
Phase 03
The work
The weight fell on the artistic and 3D development teams, with joint research alongside the client so that every structure depicted was faithful and the result stayed understandable.
Phase 04
The result
The experience guides the viewer through a sequence of events inside the body, showing the action of the virus and the response to treatment as a story that can be followed with no prior training.
Gallery
Project images
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