The Association of the British Pharmaceutical Industry (ABPI) commissioned INITION to create a unique virtual reality experience that looks to the next 70 years of medical innovation. In “The Future of Medicine”, users go on a journey to explore futuristic treatments and new technologies.
The 3-minute narrative features computer-generated imagery and live-action footage from a working diagnostics lab. The user goes on a 360-degree journey, featuring ground-breaking medical science already being investigated around the world, showing how they might one day become routine treatment. The film includes gene editing and gene therapies, ingestible diagnostic sensors in the body and 3D molecular printing.
Problem: To create a VR piece that uses 360/CGI footage to visualise the next 70 years of medical innovation. Being able to show business and non tech savvy users the future trajectories fully in a simplistic manner.
Solution: Taking knowledge of medical futures into practice, concentrating on tech advancements such as 3d molecular printing and nanotechnologies. Using VR to follow the internal process, moving throughout the body and virtual space with the use of CG, to give a new uncharted perspective on the brief. By using virtual reality as a medium for cinematic exploration, allowing you to move through spaces before only capable with the imagination.
Conceptual Design, Prototyping, UX/UI, Graphic Design, Art Direction & Storytelling