Advanced technology and innovation are GSK’s top priorities, and a vital proof point for every audience. But while the pharma giant’s use of AI was doubling the success rate of drug discovery, this was a notoriously difficult area to communicate well. The science and technology was complex, and audiences had diverse and niche interests.
","darkMode":false},{"type":"media-item","alignRight":false,"isAnimated":false,"fullWidth":false,"video":{"provider":"hosted","id":"/media/lvejr5t0/gsk__tech_film-540p.mp4","configuration":{"autoplay":true,"loop":true,"controls":true,"mute":true,"customAspectRatio":""},"poster":null,"customAspectRatio":"","customCursor":{"icon":"play-icon","text":"Play film"}},"mediaType":"video","darkMode":false,"darkModeHalf":false},{"type":"side-text","header":"Using tech to tell a tech story","text":"It was crucial all GSK’s audiences – employees, investors, scientists and AI specialists – got the message. Only film had the power to communicate such complex ideas with impact. We created a sophisticated 3D animated world featuring a ‘particle system’ to guide viewers seamlessly between real-life moments and more technical messages. This made a complex story about data and technology relevant, simple and human.
","darkMode":false},{"type":"side-text","header":" Film that breaks through","text":"A finalist at the New York Film & TV festivals, the film went on to play a key role in GSK’s communications. It featured at the heart of GSK’s London Tech Week social campaign for example, and widely on gsk.com to showcase the company’s science pipeline to all audiences. Such was the film’s craft and impact, a still from it was used as the front cover for GSK’s annual report and on the investor section of its website.
","darkMode":false},{"type":"related-work","title":"See the work we do","link":{"text":"View all","href":"/work"},"items":[{"title":"ILO","href":"https://app-rycomv2-cm-prod.azurewebsites.net/work/ilo/getting-society-to-think-differently-about-disability","image":{"src":{"mobile":"/media/0bmkhcik/invalid-opinions-ilo-film.jpg?width=600&height=337&format=webp&quality=100&v=1d8df1087b6bb00","tablet":"/media/0bmkhcik/invalid-opinions-ilo-film.jpg?width=900&height=506&format=webp&quality=100&v=1d8df1087b6bb00","desktop":"/media/0bmkhcik/invalid-opinions-ilo-film.jpg?width=1540&height=866&format=webp&quality=100&v=1d8df1087b6bb00"},"alt":"A woman is being interviewed in front of a black background ","customCursor":null}},{"title":"GSK","href":"https://app-rycomv2-cm-prod.azurewebsites.net/work/gsk/making-molecular-science-hyper-real-through-film","image":{"src":{"mobile":"/media/jeshbvus/gsk_science_thumb_16x9.png?width=600&height=337&format=webp&quality=100&v=1db2a140cb20f30","tablet":"/media/jeshbvus/gsk_science_thumb_16x9.png?width=900&height=506&format=webp&quality=100&v=1db2a140cb20f30","desktop":"/media/jeshbvus/gsk_science_thumb_16x9.png?width=1540&height=866&format=webp&quality=100&v=1db2a140cb20f30"},"alt":"Gsk Science Thumb 16X9","customCursor":null}}]}],"pageType":"caseStudyPage","id":2123,"languageCode":"en-US","pageName":"Building tech creds through cutting-edge 3D animation","scrollSmoothness":1.0,"gtmCode":"GTM-T8Z5F55","topNav":{"logo":{"text":"Radley Yeldar Mark CMYK DK BLUE","href":"/media/mgml2qg0/radley_yeldar_mark_cmyk_dk_blue.png"},"nodes":[{"label":"about","description":"In today’s world, businesses and organisations need effective, impactful and meaningful solutions..........","boldWords":[],"href":"/about","id":"1128","nodes":[]},{"label":"work","description":"","boldWords":[],"href":"/work","id":"1214","nodes":[]},{"label":"journal","description":"","boldWords":[],"href":"/journal","id":"1722","nodes":[]},{"label":"people","description":"","boldWords":[],"href":"/people","id":"1675","nodes":[]},{"label":"contact","description":"","boldWords":[],"href":"/contact","id":"1449","nodes":[]}],"activeItem":"2123"},"footer":{"header":"We'd love to hear from you. ","text":"We’re a creative consultancy specialising in brand, corporate and sustainability communications. We combine inspiration and evidence to help build belief in our clients. ","copyright":"Copyright © Radley Yeldar 2025","headerLink":{"text":"Contact","href":"/contact"},"form":{"viewModelPath":"~/Views/Partials/Modules/_Form.cshtml","dynamicTitle":"Contact Us","id":"99bd1732-4dd8-463d-9f87-6b45669b46eb","formTheme":null,"title":"Receive our latest thought leadership direct to your inbox","text":"","recaptchaSiteKey":"6LfA2AYUAAAAAKE9CylJdG41PgI-2BP3jSyIqTk_","verificationToken":"","publicationId":"3247","publicationDownloadUrl":null,"type":"form-rte","redirectUrl":null,"submitMessage":"Thank you\n ","disableGmail":true,"disableHotmail":true},"locations":[{"text":"London","href":"https://goo.gl/maps/Xs9gwyWqogFbx8T46","target":"_blank","isExternal":true,"isActive":true},{"text":"Birmingham","href":"https://maps.app.goo.gl/r7qGGwRFkwQbgT687","target":"_blank","isExternal":true,"isActive":true}],"locationsHeader":"Locations","socialHeader":"Follow us","columns":[{"title":null,"links":[{"text":"about","href":"/about"},{"text":"work","href":"/work"},{"text":"journal","href":"/journal"},{"text":"people","href":"/people"},{"text":"contact","href":"/contact"}]},{"title":null,"links":[{"text":"Terms of use","href":"/terms-of-use"},{"text":"Accessibility","href":"/accessibility"},{"text":"Privacy","href":"/privacy"},{"text":"Subscription preferences","href":"/subscription-preferences"}]}],"social":[{"link":{"text":"Facebook","href":"https://www.facebook.com/RadleyYeldar/","isExternal":true,"isActive":true},"type":"Facebook"},{"link":{"text":"LinkedIn","href":"https://www.linkedin.com/company/radley-yeldar/mycompany/","isExternal":true,"isActive":true},"type":"Linkedin"},{"link":{"text":"Instagram","href":"https://www.instagram.com/radleyyeldar/?hl=en","isExternal":true,"isActive":true},"type":"Instagram"},{"link":{"text":"Twitter","href":"https://twitter.com/radleyyeldar?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor","isExternal":true,"isActive":true},"type":"Twitter"},{"link":{"text":"https://www.threads.net/@radleyyeldar?hl=en","href":"https://www.threads.net/@radleyyeldar?hl=en","target":"_blank","isExternal":true,"isActive":true},"type":"Threads"}]},"seo":{"title":"Building tech creds through cutting-edge 3D animation","description":"Advanced technology and innovation are GSK’s top priorities, and a vital proof point for every audience. But while the pharma giant’s use of AI was doubling the success rate of drug discovery, this was a notoriously difficult area to communicate well. The science and technology was complex, and audiences had diverse and niche interests.","keywords":"GSK, glaxosmithkline, radley yeldar, 3d animation, animation, film","canonicalTag":""},"sharing":{"og":[{"property":"og:title","content":"Building tech creds through cutting-edge 3D animation"},{"property":"og:description","content":"Advanced technology and innovation are GSK’s top priorities, and a vital proof point for every audience. But while the pharma giant’s use of AI was doubling the success rate of drug discovery, this was a notoriously difficult area to communicate well. The science and technology was complex, and audiences had diverse and niche interests."},{"property":"og:image","content":"https://app-rycomv2-cm-prod.azurewebsites.net/media/jl0jdllx/gsk_tech_film_thumbnail.png?width=600&format=webp&quality=100&v=1d8f8d236d9e5a0"},{"property":"og:url","content":"https://app-rycomv2-cm-prod.azurewebsites.net/work/gsk/building-tech-creds-through-cutting-edge-3d-animation"}],"twitter":[{"name":"twitter:card","content":"summary_large_image"},{"name":"twitter:site","content":"@radleyyeldar"},{"name":"twitter:title","content":"Building tech creds through cutting-edge 3D animation"},{"name":"twitter:description","content":"Advanced technology and innovation are GSK’s top priorities, and a vital proof point for every audience. But while the pharma giant’s use of AI was doubling the success rate of drug discovery, this was a notoriously difficult area to communicate well. The science and technology was complex, and audiences had diverse and niche interests."},{"name":"twitter:image","content":"https://app-rycomv2-cm-prod.azurewebsites.net/media/jl0jdllx/gsk_tech_film_thumbnail.png?width=600&format=webp&quality=100&v=1d8f8d236d9e5a0"},{"name":"twitter:url","content":"https://app-rycomv2-cm-prod.azurewebsites.net/work/gsk/building-tech-creds-through-cutting-edge-3d-animation"}]},"contactPopup":{"showPopup":false,"popupTitle":"Contact us on hello@ry.com
","link":{"text":"mailto:hello@ry.com","href":"mailto:hello@ry.com","isExternal":true,"isActive":true}},{"title":"Anything else?","text":"Contact us on hello@ry.com
","link":{"text":"mailto:hello@ry.com","href":"mailto:hello@ry.com","isExternal":true,"isActive":true}},{"title":"Want to join us?","text":"Contact us on people@ry.com
","link":{"text":"mailto:people@ry.com","href":"mailto:people@ry.com","isExternal":true,"isActive":true}}]},"cookieBanner":{"heading":"This site uses cookies to offer you a better browsing experience.","body":"Read our full cookie policy.
","acceptText":"Accept cookies","declineText":"Reject cookies"},"enableCustomCursor":false}