Viscira and Roche Collaborate on Award-winning 3D Animation about IPF

Viscira and Roche Collaborate on Award-winning 3D Animation about IPF

The Viscira production company has won an international award for a 3D animated video about idiopathic pulmonary fibrosis (IPF) that it did in collaboration with Roche.

The Academy of Interactive and Visual Arts gave its Silver Davey Award to Viscira for the best video in its category.

The Davey Awards honor the finest creative work from small firms, agencies and companies worldwide. The competition draws thousands of entries a year from the United States and other countries.

Viscira develops digital marketing and interactive software for the life-sciences industry.

Hagop (Kane) Kaneboughazian, vice president of animation at Viscira, described the video as “Toy Story Meets Mharma.” It uses animated characters to acquaint viewers with the features of IPF. The producers wanted the video to be creative, cinematic, and scientifically accurate.

IPF is a chronic disease of the lungs. The goal of the video was to educate healthcare professionals about the way the disease operates and to highlight IPF’s impact on patients.

The video debuted at the European Respiratory Society (ERS) International Conference in 2015 in Amsterdam, Holland.

“Working with Viscira to produce this animation has been a great experience, and [the video] really helped attendees at the Congress to visualize how IPF progresses in the lungs,” James Rouse, Roche’s international IPF product manager, said in a press release.

This is the Davey Awards’ 12th year. The annual awards ceremony attracts professionals from communications, advertising, and creative and marketing firms.

In related news, Roche has worked with the IPF community this year on a global campaign known as the ‘Fight Song Challenge’ (#fightsongchallenge) to promote awareness of the disease.

The campaign used an emotional rendition of Rachel Platten’s hit “Fight Song” to encourage IPF patients and their families to stand up to the disease, be better informed, and share their knowledge through conversations with their doctors and the public.


  1. Geoff Foley says:

    Those of us with IPF and those, like myself, who suffered with IPF prior to receiving a life saving lung transplant would love to be able to view the winning Viscira/Roche video. Is there any way that this can be made available to those of us on the Pulmonary Fibrosis News website?

    Thanks, Geoff

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