The challenge was to bring a complex NSCLC competitive landscape and unmet patient needs to life in a way that felt engaging and memorable. Three competing products were reimagined as animal personas within a retro gaming-inspired world, using the language of pixel art and gaming to create a distinctive visual narrative.
Pixel grid template and artworking (pre-animation)
I co-led the creative development from initial briefing through to final production, translating the concept into a visual system that could work across animation. I began by sketching rough storyboards to establish the narrative and key moments, before developing a pixel-art grid that became the digital canvas for the project. From this, I created the character designs, progress bars, screens and supporting assets needed to build and animate the final piece.
Rough storyboarding
Mood boards and style inspiration
Creative development 1
Creative development 2
The final animation transformed a complex competitive story into an accessible, character-led gaming experience. Each product became a distinct animal persona, with the pixel-art battle providing a playful framework for exploring differences between treatments and highlighting unmet patient needs. The modular asset system also created a consistent visual language across the animation, from characters and environments to interface elements and transitions.