2022 AMI Online Salon

Phexxi MOA Animation

Project Detail

  • Entrant Name:  Kevin Millar
  • Client: Evofem Biosciences
  • Copyright: INVIVO – A Red Nucleus Company, 2022
  • Medium/software used: Autodesk Maya, Maxon Cinema 4D, Houdini, Adobe AfterEffects, Adobe Premiere Pro
  • Final presentation format: High-definition animation video
  • Primary Audience: Healthcare professionals including gynecologists, primary care physicians, and nurse practitioners

Project Description

The Evofem Biosciences team sought the development of an animation to illustrate the Mechanism-of-Action (MOA) of their product Phexxi – a hormone-free bioadhesive gel that maintains the acidic pH of the vagina to prevent pregnancy. The animation is intended to serve as an educational tool for healthcare professionals to help them better understand the MOA, with focus on safety, efficacy, and clearly differentiating Phexxi from spermicide and hormonal birth control options. The Evofem team emphasized the importance of creating an animation that had a modern look and feel with subtle femininity in order to align with the Phexxi branding and messaging. A simple and elegant visual style was applied using a combination of 2D and 3D with a minimalist design to ensure that the core messages are delivered effectively. Rim lighting was used on realistic anatomical models to create softness, which was balanced by simple, linear, feminine iconography. The completed piece is meant to provide Evofem with a sophisticated and modern animation that is appropriate for physicians’ while being recognizable as the Phexxi brand, with utility for use across multiple platforms.