Eli Lilly

Art director of motion piece depicting human bone reformation

Using motion to set up the narrative, the viewer gets a sense of the drugs purpose without ever reading a word

To educate and inform the public about bone reformation and the effects of a proposed osteoporosis drug, a four part series of animated sequences was developed. Rather than a flat illustration, an immersive 3D animation was developed showing who is at risk, what bone is affected, and how the process works. The illusion of moving from the macroscopic to the microscopic helps to transport the viewer to this abstract world.

Illustrator: Chris Marks, Animator: Eric Nutter

—Storyboard was developed with bone reformation scientists at Eli Lilly for accuracy