The macular defense system is often misunderstood. 30% of AMD cases go undiagnosed. That's 1 in 4 people! Detailing doctors on the finer points of drugs and their efficacy is one thing but educating physicians about a disease, using an iPad and sales-rep is quite another. A golden opportunity to create a beautiful learning moment.
Liquid plays a big role in eye-health. Using watercolors to paint each animated frame became the way to telegraphically communicate the role liquid plays in AMD and eye health. Once the watercolor approach was approved by the client, the interface designed itself and the water metaphor carried by the illustrations became an easy home-run.