LILLY VIRTUAL TREATMENT

TitleLILLY VIRTUAL TREATMENT
ClientELI LILLY JAPAN
Product / ServiceELI LILLY JAPAN
CategoryE03. Innovative Use of Technology
EntrantHAKUHODO I-STUDIO Tokyo, JAPAN
Idea Creation HAKUHODO I-STUDIO Tokyo, JAPAN
Production HAKUHODO I-STUDIO Tokyo, JAPAN

The Campaign

"Direct Experience is Worth a Thousand Words" While the common practice of describing a new drug is to explain it with texts and animations, we introduced an idea that allow doctors to learn the complicated mechanism in just three minutes with a virtual reality experience.

Creative Execution

We created a virtual journey to make doctors micro-sized and go inside a patient's body, travel through the blood vessel just like a pill, and asked them to search for where need to be cured. Wherever the destination is reached, the drug starts decomposing itself and covers the affected cells. The process is clearly explained using a first-person experience that doctors can even control the outcome with their hands. Just as what the doctors would probably wish, we adopted Leap Motion so that participants do not only witness how the drug functions but actually perform the treatment by themselves. The epochal device debuted at an exhibition of the largest-scale society of medical oncology in Japan.

Credits

Name Company Position
Tatsuhiko Higashi Hakuhodo Inc. Integrated Producer
Hideaki Sakuma HAKUHODO Inc. Interactive Planner
Eiji Anaguchi HAKUHODO Inc. Account Executive
Tae-han Yoo HAKUHODO i-studio Inc. Creative Director / Art Director
Nao Fujishima HAKUHODO i-studio Inc. Planner / Producer
Yasuhiro Yamamoto HAKUHODO i-studio Inc. Producer
Hiroki Matsuse HAKUHODO i-studio Inc. Technical Director / Programmer
Shingo Ashimori HAKUHODO i-studio Inc. Designer
Takashi Shibui HAKUHODO i-studio Inc. Project Manager
Eiji Tanabe HAKUHODO PRODUCT'S INC. Event Producer
Masayuki Noda invisible designs lab Music Producer
Yuichi Nakamura invisible designs lab Composer
Hiroshi Yanai Hu-sha Co.,Ltd. CG Director
Shouta Uchimura Hu-sha Co.,Ltd. CG Designer
Links
Supporting Webpage