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WEBMD: DIVING INTO HIVES

MADMICROBE’S CREATIVE TEAM GETS THE ITCH TO TACKLE A SERIES OF
CG VISUALIZATIONS EXPLAINING THE CAUSES AND EFFECTS OF CHRONIC HIVES FOR WEBMD

Recently, MadMicrobe was asked to develop several videos for WEBMD, Including a group of animations focused on Chronic Hives. MadMicrobe was given full creative control to develop the content, which all aspects of production including:

• SCIENCE RESEARCH
• STORY DISCOVERY & SCRIPT WRITING
• STORYBOARDING

CG MODELING, LOOK DEV, ANIMATION & COMPOSITING
• VOICEOVER RECORDING
• MUSIC

As the videos would be consumer facing, WEBMD wanted not only to explain the fundamental details of chronic hives in a clear and concise way, they also were looking for a studio that could come up with a visual metaphor to help get the concepts across and help connect the audience to the material.

After reviewing the immune response process in which the human body deals with allergic reactions, we identified the story’s heroes being Mast Cells, which we saw as the body’s FIRST RESPONDERS to combatting against external allergens. After some experimentation we felt that simply turning the mast cells in the story into real-world first responders, complete with spinning alarm signal lights, would help the audience make the connection that mast cells are the heroes helping to rid the body of unwanted invaders.

The MadMicrobe Team had a lot of fun experimenting and exploring the subject matter
during the Look/Dev phase.
Here are some images showing our creative process from start to finish:

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