Biogen – Precision Matters

Remember those Where’s Waldo books? That’s obviously a rhetorical question, of course you do, but in this piece we made for Cambridge-based pharma giant Biogen, you don’t have to look too closely to spot quite a few members of the p3 team (and extended family).

Easter Eggs aside, a lot else went into finishing this project. It began as a simple napkin sketch sent to us in an email along with the most enticing words we know: “think you can do this?” Without hesitation, we set to work developing that simple sketch, turning it into an extremely large-scale scene with a mix of computer-generated and photographed imagery. We spent countless late nights, held dozens of multinational conference calls, and fussed over detail after detail.

Bit by bit, atom by atom, layer by layer, we finished the first phase of this project – which was just a large-format still image for print. But because Biogen and their agency, GSW, liked it so much, they asked us to turn it all into an animation. A hop, skip, and a jump later, we had an animated video ready to coincide with the European marketization of two of their many wonder drugs.

Note: This is a cutdown of the original format, which was made for a medical conference booth.