IUPUI Informatics researcher creates 3D visualization for life sciences startup engaged in groundbreaking treatment for fatal lung disease
August 5, 2008
Wade Lange says he knew just the place to look for a creative solution to a complex marketing challenge facing his life sciences start-up firm – the IU School of Informatics at IUPUI. Lange is president and CEO of ImmuneWorks, Inc., an Indianapolis-based developer of new treatments for serious diseases of the lung.
Leveraging recent discoveries made by IU School of Medicine researchers, ImmuneWorks is targeting Idiopathic Pulmonary Fibrosis (IPF), a chronic lung disease that is often fatal. To explain ImmuneWorks’ proposed medical treatment, Lange needed a computer animation that would visualize what IPF is, and how to attack the autoimmune disease.
“This is a groundbreaking discovery, which means that many scientists and venture capitalists don't accept or understand what we’re proposing,” explained Lange. “We needed to visually show the disease and treatment mechanism.”
Albert William, a research associate with the Informatics Research Institute, was tapped to create the IPF computer animation. Lange says it was an easy choice, not only because of William’s skill as a 3D animator, but also because of his biology background and commitment to maintaining the integrity of the science involved.
“I’d met Albert several years ago and was aware of his impressive work,” says Lange. “He delivered an outstanding computer animation that was visually compelling and medically accurate.”
ImmuneWorks intends to go to initial human trials this fall at four centers around the U.S. including one at the IU School of Medicine.
William, who spent three months designing the IPF animation using the same 3D software used to create hit films like Toy Story and Cars, is quick to point out this was serious business requiring precise medical terminology and visualization.
“It was very challenging because we were dealing with science that had not been visualized previously,” explained William. “I met with the ImmuneWorks team weekly to ensure that the science was portrayed accurately and that it captured their vision.”
In addition to a traditional animation product, William also provided versions that Lange and company can play on multiple devices.
“They wanted to be able to use the animation in many different ways – 3D stereoscopic, on cell phones and PDA’s, in PowerPoint presentations on a laptop computer and on the Web,” said William.
To learn more about ImmuneWorks visit www.immuneworks.com.
