Minimally Invasive Breast Solutions
Through real-time imaging and verification, Hologic delivers an improved breast biopsy experience, alongside an enhanced workflow and increased accuracy, for the treatment of cancer patients.
Dedicated to raising awareness of this more compassionate experience to patients, Hologic collaborated with TMC to develop an animation that would highlight the boost in efficiency of their minimally invasive breast surgery. Looking to align the animation with previous concepts used to market their ‘BioZorb’ technology, the TMC studio began to storyboard ‘The Advantage of Time’.
Targeted at Interventional Radiologists, Breast Surgeons, and C-Suite, the rich, animated scenes needed to showcase the efficiency benefits generated by the Brevera® Breast Biopsy System, the LOCalizer® wire-free guidance system and the Faxitron® Trident® HD system.
100 Scene Compositions
20 Character rigs
Upon consultation with Hologic, ‘The Advantage of Time’ was selected from the proposed project directions, as it was essential that the animation conveyed the workflow benefits delivered across the entire patient journey by using the Hologic solutions. The chosen direction offered a softer approach than the alternatives, due to the addition of patient and doctor characters adding a relatable feel to the video.
Using the narrative from Hologic’s ‘Breast Continuum of Care’, the animated scenes would illustrate the reduction from eight steps to just three in patient procedures, offering advantages to all those involved. This would be brought to life through articulating both doctor and patient perspectives and emphasising the compassion and reduction in anxiety that the procedures offer.
Fluid viewpoint movement was used to depict the efficiency and momentum of Hologic’s solutions, as scenes would gently flow through in succession. The addition of a continuous line throughout the animation provided a narrative, by travelling around characters and encircling Hologic systems. This line represented the streamlined workflow provided through the breast care technology, when compared to traditional breast cancer treatment.
Driving Better Outcomes
Within the project timeframe, TMC constructed 20 fully bespoke, character rigs to interact with the 100 or so compositions of surgery rooms, waiting rooms, operating theatres, schedule boards, Hologic technology, and other environments. Each intricate composition was built from an average of 150 layers, with the final project having a sculpture of 40,000 keyframes; all brought together under an original script voice-over.
The animation was intended for use by the Hologic sales team, so it was essential that the final output engaged with the target audience and encouraged them to visit the landing page, which would further reinforce the benefits of the technologies.
TMC are committed to delivering visually impactful communication strategies for pioneering clients such as Hologic, to motivate global audiences to take action. Actions that could benefit their communities through life-saving technology, sustainable practices which generate workflow efficiencies. Our effective solutions centre on communicating your goals, reinforcing key messages and values through immersive experiences.
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TMC were briefed with ‘developing an awareness campaign that clearly portrayed the strengths of the Brevera system to both radiologists and patients during biopsy procedures, to re-establish Hologic in the field of Breast Biopsy’.
Having evaluated the unique benefits of the Brevera system, the focus of the campaign centred on the valuable time that this innovative biopsy process could save.
Reimagining Multi-Media Marketing with 3D Animation
Products and complex processes can often be difficult to articulate verbally or visualise with traditional photography or videography, or perhaps occur at such minute scales they are not visible to the human eye. It is in these scenarios that 3D animation can be incredibly beneficial in helping communicate your messaging effectively.
GYN Surgical Solutions
Our brief at TMC was to develop a new version of an existing virtual environment by improving the look, feel and usability of the environment, and to design an outpatient clinic to include in the environment. The updated virtual environment was showcased at the European Society for Gynaecological Endoscopy (ESGE) congress.
Aimed at raising awareness of Hologic’s suite of GYN surgical solutions among Gynaecologists and hospital C-suite, it was important for the virtual environment to be an accurate representation of the clinical settings and be easy to navigate.