MadMicrobe collaborated with Havas Lynx to animate Roche’s Xofluza antiviral medication used to treat and prevent the flu (influenza). We transformed a static campaign illustration into a dynamic CG animation, vividly depicting the medication’s targeted action against viruses through creative visual storytelling.
Watch the Animation
Xofluza Promo
- CLIENT: Havas Lynx
- END CLIENT: Roche
- DELIVERABLES: Long and Short videos, Social cut downs
- TIMELINE: 8 weeks
THE BRIEF
Havas Lynx approached MadMicrobe to create a dynamic and visually engaging promotional animation for Roche’s Xofluza antiviral medication used to treat and prevent the flu (influenza). The core challenge was to translate a key campaign illustration—depicting a virus exploding upon impact with “missile-like” flu pills—into a short, creative, and dynamic CG animation that would resonate with the target audience.
Campaign image supplied by agency which we needed to match
THE CHALLENGE
Our primary challenge was to bring the existing campaign illustration to life in a way that was both scientifically evocative and visually captivating, despite starting solely from a static image. We needed to craft a narrative that visually conveyed the efficacy of Xofluza with impactful and memorable imagery. The animation had to be concise yet powerfully communicate the drug’s mechanism of action in a dynamic and visually exciting manner.
OUR APPROACH
To realize the abstract concept of a cellular journey and viral destruction, our team drew inspiration from diverse and unexpected sources. We began by developing a comprehensive storyboard that meticulously mapped out each scene, transition, and key visual moment, ensuring the narrative flowed seamlessly from the initial concept.
For the internal journey through the digestive system and cellular environments, we referenced the vibrant and intricate structures of colorful coral reefs, re-imagining biological pathways as breathtaking underwater landscapes.
Simultaneously, we studied geological photos of caves and spelunking expeditions to inform the visual design of the internal environments, adding a sense of depth and discovery.
The pivotal moment of the virus exploding demanded an equally impactful visual. Our animators found direct inspiration in the spectacular and chaotic destruction of the exploding starship in the film: Star Wars: The Last Jedi. This reference allowed us to choreograph a powerful and visually striking viral disintegration, clearly illustrating Xofluza’s effectiveness.
Sound design played a crucial role in amplifying the animation’s impact. We crafted a custom musical score that began with a low, foreboding tone, gradually building in intensity to create tension throughout the piece. Complementary sound effects were meticulously added to induce a murky, underwater vibe, further immersing the viewer in the cellular journey and enhancing the overall sensory experience.
BELOW: Cellular stomach lining from SEM reference, to sculpting, to final shot:
By blending scientific accuracy with cinematic flair, artistic influences, and a custom soundscape, we crafted an animation that was both informative and incredibly engaging.
BELOW: The “coral” intestinal crypts come to life from ideation, to modeling, and finally, the resulting animation shots.
THE RESULT
MadMicrobe successfully transformed a static campaign illustration into a short, creative, and highly dynamic CG animation for Roche Xofluza. By leveraging unique visual inspirations from coral reefs, geological formations, and iconic cinematic explosions, we delivered a piece that powerfully communicated the treatment’s mechanism of action. The animation provided Havas Lynx and Roche with a compelling promotional tool that brought their campaign to vibrant life.
LET’S TELL YOUR STORY
Need to bring a complex mechanism or scientific concept to life? MadMicrobe specializes in transforming dense data 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.
