This case study details a large-scale project for Morphosys, developed for a major medical conference. Discover how MadMicrobe created a cohesive, multi-part Interactive Touchscreen Experience, combining a cinematic Mechanism of Action animation with an exploratory 3D diorama to educate physicians on the science of Fc-engineered antibodies in lymphoma therapy.
Watch the Animation
Targeted immunotherapy approaches in lymphoma
PROJECT DELIVERABLES
Interactive Touchscreen Experience (ITE): The complete, multi-chapter application for the conference booth.
2-Minute Mechanism of Disease (MOD) Animation: A full-length, photo-realistic 3D animation.
Interactive 3D MOD Diorama: A detailed 3D model with interactive touchpoints.
Online Web-Based Version: A version of the ITE for virtual access and future marketing.
Script & Storyboard Development: Full narrative and visual planning.
Music & Sound Design: A custom audio landscape for the animation.
PROJECT OVERVIEW
MadMicrobe was tasked with creating a captivating digital experience for the Morphosys booth at the American Society of Hematology (ASH) conference. The primary objective was to develop a comprehensive Interactive Touchscreen Experience (ITE) to educate hematologists and other physicians on a targeted approach to lymphoma. Our team was responsible for creating the core scientific content for this ITE: a feature Mechanism of Disease (MOD) animation and a detailed interactive 3D diorama, both focused on explaining the science behind an Fc-engineered monoclonal antibody
THE CHALLENGE
The project presented a dual challenge. The first was scientific: to create a clear and accurate visualization of several complex immunological processes, including Antibody-Dependent Cellular Cytotoxicity (ADCC) and Phagocytosis (ADCP). We needed to visually articulate how the subtle, molecular-level enhancement of an antibody’s Fc domain leads to a significantly more potent immune response. The second was technical: to design two distinct but narratively-linked experiences—a linear animation and a user-driven interactive application—that worked together seamlessly as a single, cohesive educational platform.
THE SOLUTION: A UNIFIED DIGITAL EXPERIENCE
Our solution was to develop a unified set of high-fidelity 3D assets to serve as the foundation for the entire project, ensuring visual and scientific consistency across both deliverables.
First, we produced the cinematic MOD animation. This told the complete scientific story in a linear format, visually breaking down each complex immune process into a clear, step-by-step sequence. The benefit of the Fc engineering was communicated directly by showing a quantitative increase in its on-screen effect, providing a clear visual takeaway for the viewer.
Concurrently, we built the interactive 3D diorama. This application presented a detailed, static snapshot of the key cellular interactions. The key to the integrated experience was the connection between the two deliverables: specific touchpoints on the static 3D diorama would trigger the corresponding, action-packed clips from the main animation. This allowed users to explore the scientific landscape at their own pace, and then dive deeper by watching the relevant animated sequence for a more detailed explanation of that specific mechanism.
IMPACT
The Interactive Touchscreen Experience was a centerpiece of the Morphosys booth at the prestigious ASH conference. The platform’s dual-format approach successfully engaged physicians by catering to different learning preferences—offering both a guided, cinematic story and a self-directed, exploratory experience.
The result was a clear, scientifically accurate, and visually compelling educational tool that effectively communicated the science behind Morphosys’s technology. It provided our client with a versatile and reusable digital asset for both in-person conferences and ongoing online engagement.
Need to bring a complex mechanism or medical concept to life? MadMicrobe specializes in transforming your science into compelling visual narratives—on time, on brand, and with scientific integrity intact.
READY TO GET STARTED?
Reach out to Mike McIntyre at [email protected] (North America) or Vincent Elsey [email protected] (UK/EU) and let’s bring your science to life with clarity, beauty, and purpose.
