MadMicrobe partnered with FCB Health to produce a comprehensive four-minute Mechanism of Action animation for RYBREVANT®. By moving away from the organic and embracing a technical, structural aesthetic, we created an authoritative narrative that clarifies how this bispecific antibody targets EGFR-mutated non-small cell lung cancer (NSCLC).
Watch the Animation
A Stylistic Approach to RYBREVANT®
PROJECT DELIVERABLES
- Storyboards: Developing visual narratives and shot-by-shot plans to meticulously map out the animation’s flow and key scenes.
- Animation: A long-form 4-minute technical narrative delivered in 4K and HD.
- Bespoke Asset Design: High-fidelity 3D modeling of antibodies and cellular landscapes.
- Layered PSD Files: Providing the source files for key visuals, allowing for future adaptations and asset utilization.
PROJECT OVERVIEW
Working with FCB Health, we were tasked with explaining the “three-pronged attack” of RYBREVANT®. The objective was to create a piece that intentionally broke away from the standard look of medical animations. The four-minute runtime required a sustained level of detail to educate healthcare professionals on the therapy’s ability to address EGFR mutations and MET-driven resistance.
CREATIVE STYLISTIC APPROACH
To help RYBREVANT® stand out in a crowded therapeutic field, we created a unique visual identity for the molecules. Rather than depicting the antibody as a soft, floating protein, we developed a highly technical, futuristic style.
This specific design language emphasized the structural integrity and mechanical nature of the bispecific molecule. We extended this aesthetic to the cellular environments, using high-contrast lighting to highlight specific tyrosine kinase domains. Every asset was designed to feel engineered and purposeful.
THE SOLUTION
Our animation strategy centered on intentionality of movement. A key directive was that the antibody should never drift from it’s course; it moved with direct purpose. We used aggressive, targeted camera paths and fast-paced molecular seeking to reflect the potency of the therapy.
During the immune synapse sequences, we used animations to show the macrophage physically removing sections of the tumor surface. By establishing a massive sense of scale between the immune cells and the molecular receptors, we were able to showcase the structural mechanics of the “three-pronged attack.” The film concludes with a clean motion-graphic summary that reinforces the key mechanisms of receptor degradation and signaling inhibition.
Above: Dramatic closeup depiction of Trogocytosis
IMPACT
The resulting 4K animation provides a distinct visual signature for RYBREVANT®. By blending scientific accuracy with a bold, technical art style, the project gives clinicians a clear and memorable framework for understanding bispecific efficacy. This approach ensures the brand stands out at congresses and in digital environments, delivering a complex message with cinematic authority.
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.
