Situation: Radiology departments grapple with challenges such as skilled workforce shortage and higher demand for imaging. While faster scan times are desirable, they can add to the burden. Prioritising clinical solutions over speed for speed’s sake is vital. How to strike the perfect balance?

Brief: Breathing, heartbeats, and blood flow distort MRI images, compromising diagnostic clarity. That’s why GE launched Sonic DL™, AI-driven software designed for rapid scanning, particularly in cardiac areas. It eliminates the need for post-scan corrections by capturing lightning-fast scans before patients can move. In short: it’s as fast as the human body. The product launch required films and assets to convey these benefits to HCPs in a dynamic product video.

Objectives: (1) Craft a product film that highlights Sonic DL™'s various technical advantages tailored for radiologists. (2) Find a way to give Sonic DL™’s diagnostic output genuine cut-through in a market saturated in medical scan imagery.

To metaphorically depict Sonic DL™’s ability to keep pace with the human body, the film features motion-tracked MRI scans projected onto a high-energy dance performance. Emphasising the product’s real-time capabilities, all the action was captured in-camera, avoiding postproduction VFX or CGI. To achieve this, we utilised a never-before-seen combination of technologies in a technical world-first.

The process began with a custom soundtrack to guide the dancer’s movements. Next came a dance routine inspired by patient experiences inside MRI machines.

Near-perfect, real-time tracking involved projection-mapping MRI scans onto the moving dancer and stabilising them with motion capture. These visuals were then enhanced using generative animation, creating vibrant, fluid particle effects in real time.

This never-before-seen combination of technologies meant we were embarking on the shoot without a blueprint, necessitating meticulous pre-production planning. To address potential issues, we stationed a technical team on set, ready to tackle technical hiccups as they arose.