AMITIZA is not a new product. And in fact the Mechanism of Action (MOA) video had already been viewed by countless doctors worldwide. So how to take old content and repackage it to feel fresh, interesting, and appealing to a physician audience? Simple: Make it look like Tony Starks' holographic labs from the movie Iron Man and appeal to their well-known geek factor.

We packaged the original video (called an eDetail) as a projected piece in a full 3D holographic environment where a well-known physician (Chicago's own Dr. Michael Brown, MD) would interact with a futuristic world and tablet to digitally access the video as he explained the science of the drug. The entire shoot was motion-mapped on a green screen using two Canon 5D Mark II's and Cinema 4D post work.