Partners
Zubr Futures created this high-end immersive virtual reality experience in partnership with medical company, Vifor Pharma, to present at their product showcase.
Objectives and Approach
Medical MOA animations are highly sought after in the pharmaceutical industry, serving as a visual aid to illustrate how a drug works within the body. The phrase ‘Mode of Action’ refers to the physiological impact of a drug on the body, which can be visualised at a molecular level through the use of animation. By elevating the MOA animation into a virtual reality experience, Zubr invited an inquisitive and engaged response to Anatomica.
Our client required an intuitive experience that users could effortlessly engage with. Upon launching the experience, Zubr implemented a neutral black space to offer a smooth start and end to the experience. Situated in a futuristic egg chair, the user’s virtual journey begins, transporting them inside an intravenous bag. As though they are riding a microscopic spaceship, the user follows the cells through the IV tube into the bloodstream to witness several cellular interactions take place. This includes the binding of iron molecules, penetration of the macrophage and the absorption of cells into the bloodstream. Forced perspective and trick scale techniques create a zoom-in effect, as though the user’s flying spaceship is moving smoothly through the bloodstream like a fantastical ride down a vast water plume.
Key Features and Benefits
To produce the smoothest motion possible for the ‘rollercoaster’ movement required, Zubr developed a proprietary ‘Virtual Train Track’ system for complete control over waypoint, positional and rotational smoothing, making the entire process much more clean and effective than using keyframe animation or physics-based movement.
The experience was presented on Oculus Rift with a front-mounted Leap Motion sensor, allowing users to lift up their own hands and see them appear on the screen. By removing unnecessary controls and allowing users the opportunity to manipulate the various molecules with their own hands, Zubr’s added interactive touch resulted in a fully immersive experience. To reduce the risks of motion sickness, users enjoyed the reimagined MOA virtual reality experience from a seated position. This also increased the accessibility of the experience, allowing a much wider audience to explore and engage with Anatomica without embarrassment or discomfort.
