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Brave Spark launch immersive 3D proton therapy experience with Hitachi

BRAVE SPARK

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April 7, 2021 | 3 min read

Hitachi recently undertook a ground-breaking project to bring its advanced proton therapy system to Clínica Universidad de Navarra in Madrid, Spain



The new proton therapy system that has been installed is equipped with state-of-the-art technology including spot scanning technology that sends a therapeutic proton beam precisely targeting the tumour, a 360-degree rotating gantry treatment room, and real-time image Gated Proton Therapy capability.

Hitachi tasked creative production agency Brave Spark to create a digital solution that would raise awareness and promote their world-leading technology developments in proton therapy.

In the context of the ongoing COVID-19 pandemic, Brave Spark needed to find an innovative way to enable Hitachi’s global audience to explore the facility and its technologies safely, while capturing and communicating the key facts in a clear and engaging manner.

Brave Spark's creative aim was to bring the human story and critical cross-over between infrastructure and human life to light. To do this Brave Spark leveraged its production and digital interactive teams to create an immersive, virtual view of the facility.

Brave Spark designed and built the fully immersive 3D environment, utilising 360 imagery captured by a dedicated production team from the facility site, as the basis of two dedicated interactive spaces.

Each immersive 3D space enabled users to look around the scene to view the key aspects of the facility and the Hitachi Proton Beam Therapy technologies. Interactive hotspots synchronised with the scene enabling visitors to identify areas of interest and explore related content and materials.

Video interviews of specialists and patients answering key questions about their experiences with the Hitachi PBT technology were filmed by a crew in Madrid, with remote direction by Brave Spark in London. The videos were woven into the 3D space, creating a rich multimedia experience for the end user.

Adapting automatically to desktop, tablet, and mobile, the immersive multimedia experience provided Hitachi with an innovative way to develop a critical business case study showcasing how the business continues to be at the forefront of pioneering technologies.

Simon Crouch, Assistant Brand Manager at Hitachi Europe, said:

"Brave Spark has been a trusted partner for Hitachi for the past 5 years. They’ve produced videos and website applications that have delivered our message of Powering Good through Social Innovation with impact and emotion across our global channels. With the Covid restrictions we couldn’t take a film crew to shoot the proton therapy system but Brave Spark conceived and were able to execute this immersive experience remotely. We look forward to collaborating on future projects."

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