vStream Group & Atria - VR Case Study

@ v s t r e a m

c a m i l l e @ v s t r e a m . i e

w w w . v s t r e a m . i e

P a g e 6

50+ Employees

P a g e 7

Dublin

London

New York

P a g e 8

Govt. Funded

R&D

CHALLENGE

Anticoagulants are a tough sell.

They don’t make you feel ‘better’. In fact, the only thing you might notice is how a cut will bleed a

little longer than before.

Whatever way you look at it, blood thinners aren’t a thing people relish taking.

But when it comes to Atrial Fibrillation, they’re all that’s stopping you from deep vein thrombosis, a

stroke, or worse.

So what Pfizer needed from us was a way to help people understand just how important this

medication is and why you need to continue taking it even if you feel fine.

INSIGHT

The intricacies of anticoagulants and how they bind to cells in the left atrial chamber of

the heart are hard to explain.

And what people can’t visualise and understand, they ignore.

So short of showing how AF and anticoagulants work at a cellular level, it was always

going to remain an abstract concept to people.

But this gave us an idea.

IDEA

What if we could take people on a journey inside their own hearts to see what AF really

means?

If you can see first-hand the implications of a condition like Atrial Fibrillation, and how

anticoagulants prevent its effects, you’ll understand why it’s so important.

And if we make the experience an entertaining one, people will learn this by proxy.

EXECUTION

Our solution was to create a 360o virtual reality experience that takes you on a journey

into your heart.

We called it ATRIA.

And we chose to tell this story through CG, and developed a character to guide you

through it. Because even though the subject matter might be serious, the tone we used

didn’t have to be. It could feel a bit like a Pixar short in 360o.

Enter HARV: your Holographic Alternate Reality Videogram. A robot with impeccable

bedside manners, he transforms the dry, impenetrable lesson into an entertaining

experience.

R E S U L T S ( P R E G L O B AL

L AU N C H )

Before ATRIA, the task was simply to educate HCPs

on how to better explain anticoagulants and their

role in treating AF.

But by creating ATRIA as a virtual reality short with

a brand, a character and a story above and beyond

the educational piece, we’ve created an experience

that entertains first, educates second.

Which means that what began as a B2B challenge

was transformed into a consumer facing platform to

promote and share across Pfizer’s social channels

too.

• 1050 healthcare professionals in the UK and

Ireland have engaged with the platform in AR to

date.

• Online, the video has been watched over 1.2m

times with an average percentage view rate of

86%

• The above has been achieved through direct

engagement with the HCPs and PR with the

public only.

• Campaign official launch date – June 2017.

• Visit http://www.atriajourney.com/

L E AR N I N G S & C H AL L E N G E S

• Challenges with render time for 360 video

• Client pre viz for appraisal (screen captures etc)

• New way of storytelling – time for user to discover environment / Harv as the user guide (grab or leave attention) –

strong characterisation

• Work required for photorealism (light pass / depth of field layers) / animation for blood cells (16:9 v 360)

• 3D Max workflow

• Delivery challenges – clear instructions for enhanced user experience on Google cardboard / YouTube

• Audio – layers of atmospheric sound effects / doppler effect

• Challenges around legal requirement e.g. disclaimer text for medication

• Localisation – overdub v subtitles

N E X T S T AG E

• vStream are currently working on a second 360 film for Pfizer

• This time we are using Unity / Oculus v 3D studio max / Google cardboard / YouTube

• More immersive

• No render time (real time game engine)

• Interactivity

N E W C H AL L E N G E S

• Visual aesthetic – can’t add same detail / light layers etc due to limited processing power

• Delivery / accessibility – HCP’s require Oculus