Magnetic Resonance Imaging (MRI)
Focus on patient safety
What did the client need?
The client needed a film to explain how their macrocyclic contrast medium for magnetic resonance imaging benefits the patient. The benefit for the patient lies in the medium’s innovative molecular binding structure and unfortunately cannot be explained to a lay audience without clarifying the principles of magnetic resonance imaging first. Hence, a comprehensive explanation of the imaging technique, the current contrast media, and the new medium was required. The key message for the patient was that our client’s product has a reduced risk of toxicity.
How did we meet this need?
We produced a 3D animation film with a total length of 7 minutes. The film opens with a 3D wire-frame graphic of an MRI machine, which is then rendered into a 3D animation. Next, magnetic resonance imaging is explained with a schematic animation, which illustrates the alignment of hydrogen nuclei in body tissues under the influence of the MRI machine’s magnetic field. This principle is important to understand the contrast medium’s mode of action. Furthermore, visual representations of the gadolinium chelates, both the linear and macrocyclic, show the audience the obvious advantages of the client’s cage-like binding compounds.
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