MSC Pharma approached us with a challenge: create a fully 3D mechanism of action video for their fictional oncology drug, Cytovexin, that would resonate with healthcare professionals, oncologists, and the general public alike. The 30-40 second animation needed to be medically accurate, visually striking, and clear enough to display at their tradeshow booth. Here’s how I approached this project using the 5D Design Process.
5D Design Process: Discover
I began by researching how Cytovexin could feasibly work based on comparable targeted therapies for non-small cell lung cancer. The drug operates through two pathways: it selectively inhibits molecular pathways by targeting mutated genes like EGFR, ALK, or ROS1, and it enhances the patient’s immune response by activating T cells and natural killer cells. Understanding these mechanisms was crucial to translating complex molecular interactions into compelling visuals. I also compiled a mood board showcasing high-key lighting and cinematic reference videos that aligned with MSC Pharma’s branded color palette.
5D Design Process: Define
With the research complete, I drafted the voice-over script to clearly articulate Cytovexin’s mechanism: “By binding to fibroblast growth factor receptors, Cytovexin can disrupt downstream activation and signaling that would contribute to cancer growth. When the ligand attempts to bind to the fibroblast growth factor receptor, Cytovexin can physically block this interaction.” I then hand-drew storyboard frames in Photoshop, mapping out each key moment of the molecular interaction, and created an animatic to establish timing and pacing before moving into full production.
5D Design Process: Develop
The production phase presented an interesting technical challenge. I imported real-world protein structures from the Protein Data Bank (https://www.rcsb.org/) into Cinema 4D, which gave the animation scientific accuracy. However, maintaining high-fidelity molecular models while keeping the scene performant required some problem-solving. I used Cinema 4D’s Volume Builder and Volume Mesher to optimize the geometry without sacrificing visual detail. I created custom materials and lighting setups in Redshift to achieve the high-key cinematic look MSC Pharma envisioned, and applied core animation principles to ensure the drug’s blocking mechanism was crystal clear.
5D Design Process: Deploy
In post-production, I edited the footage and added sound effects to enhance the viewing experience. The final 30-second animation was rendered in 1080p at 24fps and delivered as an h.264 .mp4. A Creative Director at a leading Health agency had a chance to see the finished piece and was genuinely impressed by how the scientific complexity translated into an engaging, accessible visual narrative. The result was a dynamic animation that MSC Pharma could confidently display at their tradeshow booth—one that educated viewers while maintaining visual sophistication.