The brief: Introduce a radically new approach to solid tumor destruction using a novel energy source.

Less than four minutes of 3D animation took months to accomplish; the claims language had to be vetted, the method of action described, the clinical utilization described, and the procedure benefits detailed. None of that work existed before the team began work on the animation script.

Few projects are as foundational as an animated narration for a product introduction; the rigor of putting words on paper has a clarifying effect on the marketing thinking of everyone working on the project