QuantuMDx is a medical company that combines its technology to deliver complex diagnostics in a simple, ergonomic and user friendly hand-held device. This will be used worldwide from hospitals and laboratories, to field working environments. Their portable device will revolutionise the way in which blood diagnosis is conducted, providing highly accurate fast readings without the necessity of a full laboratory. The aim was to inform clinicians, doctors and users about the device, describing how the product works; from the initial drop of blood being presented on a slide, to the DNA diagnosis. From the success of the Bio Transformation and Mitochondria animations, I took the approach to deliver the process by exploiting a 3D animation and the advantages it brings. Due to the complexity of their product, I deemed it the best way of communication. Single still graphical images would become confusing, whereas moving elements flowing through the product was deemed to be a more visual and enlightening approach. I used video game techniques to clarify the user’s viewing position in relation to their surroundings, and observing from a first person perspective gave the story a larger than life appeal, positioning the viewer right in the product. Combining visual effects employed by the film industry helped to isolate elements, focusing the user’s attention on specific areas through the use of shallow depth of field, blurred background and foreground elements to lead the user through the 3D environment. These qualities would not have been possible with still imagery. The animation evolved through meetings and reviews, the initial storyboards portrayed my own interpretation of their process, imagining the individual elements. These allowed QuantuMDx to comprehend the concept of the animation and became a starting point of negotiation to deliver an accurate story, while using my expertise to make the journey clearly understood.
|Publication status||Accepted/In press - 2012|