A fast-turnaround MOA animation for ONIVYDE®, blending scientific clarity with bold, branded visuals—delivered in under eight weeks for ASCO.
Watch the full MOA
ONIVYDE MOA
THE BRIEF
Saatchi & Saatchi Wellness partnered with MadMicrobe to develop a high-impact Mechanism of Action animation for ONIVYDE®—a liposomal formulation of irinotecan—on behalf of their client, Ipsen Biopharmaceuticals. The goal: create a visually striking, scientifically grounded 3.5-minute animation that would clearly convey ONIVYDE’s targeted drug delivery to pancreatic tumors. This piece would serve as a centerpiece at the Ipsen booth during the upcoming ASCO conference.
Key visual requirements included strict adherence to the existing brand campaign—characterized by high-contrast grayscale imagery punctuated by selective use of bold color to highlight key molecules and mechanisms.
The timeline was tight—less than two months to concept, produce, and deliver a suite of assets in time for ASCO. Deliverables included:
- A 3.5-minute MOA animation
- A 2-minute ISI (Important Safety Information) version
- Alternate video edits for digital use (website & iPad app)
- Looping clips for in-booth display
- High-resolution stills for printed booth graphics
In addition, the creative direction required balancing scientific accuracy with a more stylized and consumer-accessible visual language—a deliberate pivot from our initial hyper-realistic molecular designs.
OUR APPROACH
We kicked off the project with an in-person creative session at Saatchi’s NYC office, working closely with their creative and medical teams to map out the visual story arc. The collaborative process helped align scientific clarity with the stylized brand aesthetic.
(BELOW: brand guidelines example and look-and-feel moodboards supplied by the agency)
Our team translated the complex pharmacokinetics of liposomal irinotecan into a dynamic visual narrative, while applying the brand’s distinct visual style—grayscale environments contrasted with bursts of color to emphasize the ONIVYDE payload and other critical molecular players.
(BELOW: some early concept art “work-in-progress” modelling and style frames based on brand guidelines and feedback.)
Storyboard Development:
As our medical animation team developed the look and feel, our illustrator/concept artist Josh crafted detailed storyboard frames that mapped out the animation’s visual flow. This step ensured alignment on both scientific messaging and the unique grayscale-with-color brand style before production began. (Below)
THE RESULT
Despite the condensed timeline, MadMicrobe delivered a polished and visually cohesive suite of assets that met every creative and scientific requirement. The centerpiece animation successfully premiered at the Ipsen booth during ASCO, drawing attention and clearly communicating ONIVYDE’s novel mechanism of delivery to a broad audience of healthcare professionals, researchers, and industry stakeholders.
(BELOW: Photos from the Exhibit Hall Floor at ASCO)
The high-contrast grayscale aesthetic—punctuated with strategic pops of color—helped elevate key narrative moments, making the animation both visually engaging and scientifically informative. Alternate video edits and looping segments were used across digital platforms, including iPad apps and the Ipsen corporate website, while high-res stills were featured prominently in booth graphics.
Client feedback was overwhelmingly positive. The animation not only aligned with the visual identity of the broader campaign but also served as an effective educational tool, sparking meaningful conversations at the conference and beyond. The success of the project reinforced MadMicrobe’s reputation for delivering scientifically rigorous, brand-forward content—even under high-pressure timelines.
LETS TELL YOUR STORY
Whether you’re launching a new therapy, showcasing cutting-edge science at a major conference, or looking to distill complex data into compelling visuals—MadMicrobe is here to help. We specialize in turning intricate mechanisms and medical innovations into dynamic, visually rich stories that resonate with both expert and lay audiences.
From concept to final delivery, our team of medical illustrators, animators, and scientific directors collaborates closely with clients to ensure accuracy, creativity, and impact at every step. No third-party handoffs—just direct access to the people bringing your story to life.
Ready to get started?
Reach out to Mike McIntyre at [email protected] and let’s bring your science to life with clarity, beauty, and purpose.
