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Warsaw
Inquiries
People & Culture
Ⓒ2025 Ars Thanea (SYZYGY Group). All Rights Reserved.
author :
Marta Król
tags :
[ Pharma ]
[ VFX ]
Accuracy isn’t just a box to check for legal review in pharmaceutical campaigns. It’s part of how the message earns its credibility. Whether you’re explaining a complex mechanism of action or visualizing a patient's lived experience, you’re not simply making something look nice — you’re building understanding.
For doctors, regulators, and increasingly informed patients, that understanding is shaped as much by what they see as what they hear. When science looks right, the story carries more weight. That’s why accuracy isn’t just a technical requirement. It’s a creative decision, and one we take seriously.
There’s a specific kind of attention that comes from people trained in science or medicine. They notice what’s missing. What’s exaggerated. What feels just a little off. And when they do, the work can lose its impact before the story even starts. We’ve seen how much trust can be built or lost in the shape of a cell, the motion of a protein, or the way a treatment pathway unfolds over time.
These are not just visual flourishes. They’re signals. So we design with that in mind. We consultsourcematerial. We check with experts. We build things from scratch when stock or shortcuts won’t do. Because when the details are right, the story doesn’t just land - it sticks.
There’s often a false choice between making something beautiful and making it accurate. However, the best work doesn’t pit one against the other. It finds a way to hold both. That balance takes intention. It means knowing when to simplify and when to lean into complexity. It means preserving scientific structure while still using light, pacing, and camera to direct the viewer’s eye.
It means resisting the urge to dramatize something that’s already dramatic on its own, like a molecule binding or a gene expression unfolding in real time. The creative skill is in shaping clarity without distorting truth. That’s where real craft lives.
Accuracy might look effortless on screen, but it’s anything but. Behind every second of animation or still image is a long chain of research, iteration, and internal questioning. It starts with modeling things based on actual data. Then we test how that data looks in motion. We sit with the question, “Would a doctor believe this?” and we adjust until the answer is yes.
That often means rebuilding elements. Reworking timing. Refining lighting to avoid miscommunication. There’s labor behind the clarity, and it’s rarely visible to the outside world. But internally, it’s part of our rhythm.
Rafał Kidziński
-
Head of CG
Visual polish is important. It creates attention, emotion, and energy. But in healthcare, it’s not enough to make something look good. It also has to be right. A stylized effect that works in a beauty brand campaign might undermine trust in a pharmaceutical one. Patients might feel misrepresented.
Clinicians might raise questions. Regulators might delay approvals. That’s why we measure success not just by how engaging a campaign looks, but by how well it holds up under scrutiny. When you get both right, when something feels both powerful and precise, it opens the door to a real connection. And that’s the space we aim to work in.
Medical accuracy doesn’t belong in a checklist at the end of the process. It belongs in the creative conversation from the very beginning. That means involving the right minds early. Asking questions that go beyond aesthetics. Being willing to slow down in the service of getting it right. And designing systems where science and storytelling support one another, rather than competing.
At Ars Thanea, we see this as part of our responsibility. Not just to our partners, but to the people their work is meant to reach. Because in pharma, accuracy isn’t a limit. It’s the foundation of trust. And trust is what makes the story matter.
Author
With over two decades of production experience, Marta now leads operations at the studio. She brings global projects to life with flawless coordination and care.
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