2018 AMI Online Salon
- Artist(s): Radius Digital Science
- Contributors: Brandon Pletsch, Dolina Viemeister@radius-digital.com, Paul Kim, Jeff Dash, Elizabeth Cook, Paris Hall, Wai-Man Chan, Liz O’Boyle; Montclair, New Jersey
- Client: Otsuka America Pharmaceutical Inc.
- Copyright: © 2017 Otsuka America Pharmaceutical Inc.
- Medium / software used: Autodesk 3DS MAX/V-RAY, ZBrush, Adobe After Effects CC
- Final presentation format: Animation displayed on websites and at conferences
- Primary audience: Community nephrologists
While autosomal dominant polycystic kidney disease (ADPKD) is often diagnosed and monitored by community (non-research, non-academic) nephrologists, the current method of monitoring is frequently limited to kidney function tests (eGFR).
However, eGFR is an insufficient method of monitoring disease progression, as the cysts grow and cause irreparable damage long before kidney function declines.
Radius was tasked with developing a story and animation to help provide:
- an overview of the mechanism of ADPKD
- and explanation of why kidney function is not a sufficient indicator of disease progression in early stages
- a justification for measuring/monitoring total kidney volume in these patients
Aesthetically, careful attention was paid to the combination of motion graphic and 3D elements. The visual theme of ‘growing circles’ was used to further highlight ‘cyst growth’ as the key topic of the animation.