Journey through the human body

Medical MOA animations are highly sought after in the pharmaceutical industry, serving as a visual aid to illustrate how a drug works within the body. The phrase ‘Mode of Action’ refers to the physiological impact of a drug on the body, which can be visualised at a molecular level through the use of animation. By elevating the MOA animation into a virtual reality experience, Zubr invited an inquisitive and engaged response to Anatomica.

Our client required an intuitive experience that users could effortlessly engage with. Upon launching the experience, Zubr implemented a neutral black space to offer a smooth start and end to the experience. Situated in a futuristic egg chair, the user’s virtual journey begins, transporting them inside an intravenous bag. As though they are riding a microscopic spaceship, the user follows the cells through the IV tube into the bloodstream to witness several cellular interactions take place. This includes the binding of iron molecules, penetration of the macrophage and the absorption of cells into the bloodstream. Forced perspective and trick scale techniques create a zoom-in effect, as though the user’s flying spaceship is moving smoothly through the bloodstream like a fantastical ride down a vast water plume.

To produce the smoothest motion possible for the ‘rollercoaster’ movement required, Zubr developed a proprietary ‘Virtual Train Track’ system for complete control over waypoint, positional and rotational smoothing, making the entire process much more clean and effective than using keyframe animation or physics-based movement.

The experience was presented on Oculus Rift with a front-mounted Leap Motion sensor, allowing users to lift up their own hands and see them appear on the screen. By removing unnecessary controls and allowing users the opportunity to manipulate the various molecules with their own hands, Zubr’s added interactive touch resulted in a fully immersive experience. To reduce the risks of motion sickness, users enjoyed the reimagined MOA virtual reality experience from a seated position. This also increased the accessibility of the experience, allowing a much wider audience to explore and engage with Anatomica without embarrassment or discomfort.

Our 3D design work for Anatomica has informed one of our more recent projects, delivering an augmented reality medical training platform to accompany Limbs & Things‘ task trainer models. Modelling human anatomy offers an unparalleled opportunity to visualise the otherwise unseen in 3D, whether working in AR or VR.

The Anatomica VR experience had a significant impact at the trade show, positioning the medical product showcase as an exciting and interactive standout. Delegates were captivated by the immersive rollercoaster-like journey through the human body, which transformed complex medical information into an engaging and intuitive visual narrative. The use of Zubr’s proprietary ‘Virtual Train Track’ system ensured seamless motion, while the Leap Motion sensor added an interactive layer that deepened user engagement.

By creating a first-person VR journey that was both educational and entertaining, Anatomica demonstrated how virtual reality can revolutionize the way pharmaceutical companies present their products. Attendees left with a clearer understanding of the product’s Mode of Action, which would have been challenging to convey through more traditional methods.

This project highlights VR’s potential for industries to showcase their products in innovative ways, as immersive technologies set new standards for marketing. By immersing users in a visually stunning and informative environment, VR can simplify complex concepts, enhance audience understanding, and leave a lasting impression.