It’s within us
The human body is the best tool to fight health problems. It has everything we need to fight infections, viruses and other diseases. The role of tech companies in this area is to support natural processes in the human body. This is where Moderna comes in along with its pioneering and game-changing solution in successful delivery of mRNA (containing the instructions for the body to heal) to the cells, thanks to Lipid nanoparticles (LNPs).
Along with TBWA Chiat we had a unique opportunity to describe - through animation - how this solution works, keeping things simple as can be, but at the same time engaging and expressive.
The Challenge
Technology tends to be scary. Especially when it’s so close to us and has a direct effect on our health. Prejudices and misconceptions are a natural things to follow. Confronted with that issue our main goal was to create a visual language which translates complicated – sometimes even confusing – topic to one which is easy to digest and comprehend.
Visual Language
Simple shapes, minimalistic design and clean backgrounds were key. The addition of amorphous and organic shapes is a subtle indication, that everything happens inside human body and that the solution plays well with its natural processes.
That’s why we translated the language of cells, molecules and complicated helix forms to the language of abstract shapes, simple lines and clean backgrounds. The minimal color palette was our way of introducing an accessible and attractive representation of the science to the wider audience.
Credits
Barbara Eibel
Amin Aliabadi
