Hybrid Medical Animation

Oral chemotherapy drug

Client:

Navicor Group/Roche Laboratories Inc.

Title:

XELODA Mechanism of Action

Description:

This 5-minute animation examines the mechanism of action of XELODA, the first FDA-approved oral chemotherapy drug.

XELODA travels through the digestive system into the bloodstream, reaching the site of cancerous cells. Once inside the tumor cell, it is transformed into 5-FU – an effective cancer-fighting drug.

The main goal here was to create more awareness of the potential of XELODA by showing how it is transformed into 5-FU, how it can become more concentrated in cancerous cells than healthy cells, and to detail the benefits of an oral chemotherapy.

We worked closely with the agency to build this project in a way that would enable them and Roche to select from any scene of the animation and re-purpose it for multiple uses, including DVD’s for the Roche plasma-displays and large-scale booth panel artwork at ASCO, printed sales aides, and the Roche website for patients and caregivers.