Title | STEVANATO NAM VR |
Brand | STEVANATO |
Product/Service | SYRINGE-MODEL MACHINE |
Category |
A02. Creative Innovation |
Entrant
|
R/GA LONDON, UNITED KINGDOM
|
Idea Creation
|
R/GA LONDON, UNITED KINGDOM
|
Production
|
R/GA LONDON, UNITED KINGDOM
|
Credits
Jocelyn Birsch |
R/GA London |
Executive Content Producer |
Sebastien Jouhans |
R/GA London |
Senior Software Engineer |
Daniel Saxton |
R/GA London |
Senior Visual Designer |
The Campaign
Stevanato turned to Virtual Reality to create a fully room-tracked experience that would let users step inside the N.A.M. needle machine. For the first time ever, customers would be able to explore the entire live production line – seeing complex operations from just millimeters away.
Creative Execution
Using the pre-release HTC Vive platform, we took the hugely complex CAD data and imported it directly into the Unity Development Environment. Our Tech, XD and Brand Design teams created 'gaze-triggered' hotspots and a wayfinding system to guide customers through the experience. We animated the entire machine right down to the smallest detail, showing how each syringe rotates on its own axis when it’s being checked for imperfections.
We premiered the experience with the President of Stevanato. Over the course of the Innovation Summit in Venice, hundreds of customers and leading figures from the pharma industries tried out the VR product demo for themselves. The reactions were universally positive. To bring the experience to more customers we’re developing a portable Gear/Google Cardboard version and interactive 360 videos using the Facebook and YouTube platforms. The success of this first iteration has opened up a whole new discussion about how virtual prototyping can streamline the manufacturing process and radically reduce timelines and costs.
We created the first Virtual Reality experience that lets the pharmaceutical industry step inside a complex needle assembly machine. Customers use it to explore the intricate moving parts of a very expensive piece of machinery, fully immersing themselves in the product before purchase.