Agios PKD Red Blood Cell Journey
Social Media Explainer Video for Agios
Role: Animator, Art Director
Timeline: April 2024
Client: 1AB Media (communications firm) representing Agios (biopharmaceutical company)
Background
I worked with 1AB Media, an external communications firm for life sciences brands, on this video for one of their clients, Agios, to highlight Pyruvate Kinase Deficiency (PKD) day on April 30. This is a day to raise awareness for those living with PKD, a condition in which red blood cells (RBCs) break down faster than they should. An RBC should live for up to 120 days, but for those with PKD, RBCs typically die off within a few days or weeks. They requested a split-screen animation showing the journey of two hiking red blood cells, one with PKD and one without.
Process
(click images to enlarge)
The general idea was already set: comparing two RBCs on their journey throughout the body in an approachable illustration style. 1AB provided descriptions of the scenes to be animated but I still spent a ton of time researching the scientific side so I could ensure that I was animating everything correctly. I loved The Magic School Bus when I was a kid, and it was the perfect inspiration for how to visualize the human body as a more simplified scene.
I’ve done some light character animation previously, but this was my first time doing it in long-form project. I used an After Effects plug-in called Duik Ángela which was extremely helpful with character rigging. This was a great project for me to dive deeper into character animation since the arms and legs on these characters are simple and therefore more forgiving.
1. Research and inspiration
Research: How red blood cells are formed, how the heart/arteries work
Inspiration: The Magic School Bus
2. Sketches and Idea Exploration
Conclusion
I’m so pleased with the final animation. It’s easy to comprehend the science, and the illustration style makes it enjoyable to watch. I really enjoyed tweaking the character movements so they looked just right and I learned a ton about character rigging. It was incredibly satisfying watching these little cells come to life!