This is the paper, stop-motion world of the human body used to tell the complex, highly scientific story of Victoza®—a GLP-1 receptor agonist—in a simple, engaging, and educational way. With the beauty, flexibility, versatility, and delicacy of paper we created a brand-new environment that allowed us to mimic complex biological shapes and imagine our very own expression of intricate mechanisms at work. On this journey, physicians can discover the effects of type 2 diabetes and the important role Victoza® plays in regulating this disease. Using different colors, textures, and shapes, doctors are transported into a whimsical world—one where the role of an insulin molecule looks less like the one in their textbooks and is easily understood. We also explore the mechanisms of Victoza®’s 2 biggest competitors—DPP4s and SGLT2s—further distinguishing Victoza® and helping physicians understand why it’s the optimal treatment for type 2 diabetes.

Computer-generated high-science visuals are the standard approach in mechanism of action (MOA) videos. And while doctors easily understand this method of visual storytelling, it has become overused and undifferentiating. Further, the molecular objects in these videos can start looking very similar. To contrast this approach, we created the Victoza® MOA animation using stop-motion paper craft to develop a new visual language for the inner workings of the human body and its elements. Getting healthcare professionals to understand a complex story in a medium that they had never experienced was a challenge. However, the medium enabled us to create unique characters to represent the different cells and molecules while still communicating their role in the body. In addition, it allowed us to add warmth and whimsy to something that is typically sterile and scientific.