Xtandi Park
Designed and built a fully immersive 3D environment for XTANDI, transforming pharmaceutical education into an interactive virtual park experience.
Outcome
The final interactive experience provided a visually distinctive platform for product education, offering users a more engaging and intuitive way to explore key information about XTANDI. The project demonstrated how environmental storytelling can elevate pharmaceutical communication beyond static content.
Role
Motion Designer
Type
3D Animation
Date
March 2022
Tools
Cinema 4D, Octane, Photoshop, After Effects, Forester
Challenge
XTANDI required a more engaging way to communicate key product information within a digital setting. Rather than relying on static educational materials, the objective was to create an interactive 360° web experience that allowed users to explore and discover information organically.
The challenge was to balance medical clarity with an inviting, navigable environment ensuring the experience felt cohesive with the broader campaign while remaining technically performant for web delivery.
Role
In collaboration with the team at Wunderman Thompson, I:
Built the complete 3D park environment
Designed terrain, vegetation, water, and signage systems
Implemented animated wind physics for environmental realism
Created a faux doctor’s office waiting room aligned with campaign visuals
Ensured spatial cohesion across the interactive zones
Approach
Rather than treating the park as a backdrop, I approached it as an information architecture system embedded within a physical space.
Each zone within the park corresponded to a key messaging pillar, allowing users to:
Navigate freely
Associate content with environmental landmarks
Absorb complex information through spatial storytelling
The goal was to transform product education into an exploratory experience.
Process
Using Cinema 4D and Octane, I:
Modeled and textured the terrain, trees, water features, and structural elements
Designed modular environmental components for scalable scene construction
Implemented animated wind physics to introduce subtle realism
Structured the scene to optimize for interactive 360° viewing
The waiting room environment was designed to visually align with the broader campaign language, creating continuity between immersive and traditional brand touchpoints.
Reflection
This project reinforced the value of spatial thinking in digital communication. By embedding structured information within a navigable environment, design becomes both educational framework and experiential system.
