A Case Study: AbbVie & 3DforScience
Transforming a complex inflammatory cascade into an immersive, interactive experience – right in the user’s hands
AbbVie partnered with 3DforScience to reimagine how Upadacitinib’s mechanism of action could be communicated to healthcare professionals.
Instead of presenting the entire inflammatory cascade within a static PPT diagram, we transformed the content into a visual journey that unfolds step by step across six anatomical environments.
The result is a more intuitive, engaging, and memorable way to explore complex immunology.
The Challenge When One Diagram Has Too Much to Explain
Inflammatory cascade diagrams contain an enormous amount of information: cytokines, immune cells, receptors, signalling pathways, and multiple biological responses – all competing for attention within a single PPT slide.
The science was there, but following the complete mechanism required considerable explanation.
AbbVie wanted to move beyond the limitations of a static diagram and create an experience that would help healthcare professionals understand how inflammation develops and where Upadacitinib intervenes.
6 IMMERSIVE SCENARIOS
Exploring inflammation across six different anatomical environments.
40+ BIOLOGICAL INTERACTIONS
Cytokines, immune cells, receptors, and signalling events brought to life in 3D.
1 STEP-BY-STEP EXPERIENCE
A complex PPT diagram transformed into an interactive MoA journey.
Our Solution Bringing Every Step to Life
3DforScience interpreted the scientific diagrams and transformed them into an immersive, interactive narrative.
Instead of showing the entire mechanism simultaneously, the experience reveals each biological event progressively. Cells appear, cytokines are released, receptors are activated, and the inflammatory response develops around the user.
This step-by-step journey allows healthcare professionals to follow the science at their own pace and clearly understand the role of Upadacitinib within JAK signalling.
Our Solution Bringing Every Step to Life
3DforScience interpreted the scientific diagrams and transformed them into an immersive, interactive narrative.
Instead of showing the entire mechanism simultaneously, the experience reveals each biological event progressively. Cells appear, cytokines are released, receptors are activated, and the inflammatory response develops around the user.
This step-by-step journey allows healthcare professionals to follow the science at their own pace and clearly understand the role of Upadacitinib within JAK signalling.
KNOW-HOW: The Real Work Happens Before the Animation
The project was not simply about converting a PPT diagram into 3D.
Our scientific and creative teams analysed the original pathways, identified the essential interactions, and divided each cascade into clear visual moments.
We then established a hierarchy for the information, deciding what the user needed to see first, what should appear next, and how every element should connect within the complete story.
This interpretation became the foundation for the storyboard, visual direction, biological animation, and interactive experience.
From PPT Diagram to Immersive Experience
Working closely with AbbVie’s scientific team, we transformed the original materials into six connected interactive scenarios.
The process combined scientific interpretation, visual concept development, interactive storyboarding, anatomical and cellular reconstruction, animation, and real-time integration.
The final solution uses Augmented Reality (AR) to place the experience directly in the user’s physical environment through a tablet or compatible device.
Solutions applied
Scientific content interpretation
Interactive mechanism-of-action storytelling
Immersive Augmented Reality experience
3D immunology visualization
Custom anatomical environments
Real-time biological animation (MoA 3D animation)
How It Works in Practice
Healthcare professionals select an anatomical scenario and begin exploring the mechanism through the device in their hands.
The experience guides them through each stage of the inflammatory cascade, introducing the biological elements in a controlled sequence and highlighting where Upadacitinib modulates JAK signalling.
It can be used during congresses, scientific meetings, training sessions, and conversations with healthcare professionals – either as a guided presentation or as an individual experience.
How It Works in Practice
Healthcare professionals select an anatomical scenario and begin exploring the mechanism through the device in their hands.
The experience guides them through each stage of the inflammatory cascade, introducing the biological elements in a controlled sequence and highlighting where Upadacitinib modulates JAK signalling.
It can be used during congresses, scientific meetings, training sessions, and conversations with healthcare professionals – either as a guided presentation or as an individual experience.
Our Workflow From Scientific Content to Interactive Experience
Each stage was developed alongside AbbVie’s scientific team, beginning with the interpretation of the inflammatory pathways and the definition of the six anatomical scenarios.
The workflow progressed through information hierarchy, interactive storyboarding, visual concept development, 3D environment creation, cytokine and cellular animation, Augmented Reality integration, and real-time optimization.
The objective throughout the process was to maintain scientific precision while ensuring that every interaction remained clear, coherent, and intuitive for the user.
The final outcome
AbbVie gained much more than a new visualization of its scientific content.
A complex PPT diagram became an immersive journey that healthcare professionals can explore, interact with, and understand step by step.
The science moved beyond the slide and into the user’s hands.
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