Novartis nano VR submarine and AR microscope
About the project
For the Science and Innovation Day held at Novartis's headquarters in Basel, we created a 3-dimensional, 360-degree panoramic animation showcasing the mechanism of action of one of their new active ingredients. To make it as easy as possible to understand, we presented it to guests not as a simple video but in two distinct, radically different, special interactive formats. First, as a 360-degree Virtual Reality experience that fully surrounded the user, viewed through a Zeiss One VR headset with a smartphone running the app placed inside it. Visitors could feel as if they were traveling around the molecules and tissues of the human body aboard a mini submarine only a few millimeters long. Second, we placed another version of the same 3-dimensional animation onto a poster using Augmented Reality technology, so that when viewed through the VR headset, cells, blood vessels and the disease's mechanism at the cellular level appeared before visitors' eyes as if seen through a special 3D microscope. At the booth, visitors could immerse themselves in this experience through Zeiss One/Homido and Samsung Gear VR headsets — and they even received branded cardboard headsets of the same quality as a gift. All they had to do was download the smartphone app, and they could relive the special experience anytime, anywhere. This 360-degree, immersive, 3-dimensional animation, viewable through a VR headset, is a perfect example of what represents the newest technology of visual representation — after photo, video, and 3D cinema.
