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Beyond The Build
Nicotine Replacement Therapy Animation by Random42 Scientific Communication
Random42 Scientific Communication transformed the complex science of nicotine addiction into a cinematic animation for global health brand Haleon. When tasked with educating a new generation of scientifically-aware consumers about Nicotine Replacement Therapy, Random42 didn’t reach for a standard explainer. They used motion-captured human performance, PhD-vetted science and a refined visual language, navigating the cultural weight of smoking and strict content regulations to educate without ever glorifying the habit it helps people break. The project earned them the 2025 Gold Award in General Video: Healthcare & Pharmaceutical for its bold, creative vision rooted in minimalism, precision and emotional truth.
What sparked the idea for the project?
When our client, Haleon, came to us with a critical challenge—how to educate a new generation of scientifically-aware consumers about Nicotine Replacement Therapy (NRT)—we knew a standard approach wouldn’t be enough. Haleon recognized that while consumers are increasingly hungry for information to understand their health, there was a lack of compelling, accessible content explaining the science behind nicotine addiction, especially with the rise of vapes and e-cigarettes.
Drawing on our deep expertise in scientific storytelling, our Client Services team worked closely with our PhD scientists and creative artists to ideate visual concepts that could bring the NRT story to life. We presented Haleon with clear visual recommendations on how to best depict the complex science of nicotine addiction. A core part of the pitching process was demonstrating the long-term value of animation. We showed Haleon’s leadership how a single, high-quality asset could be leveraged across multiple channels for optimal audience engagement and understanding, making it a powerful and efficient investment.
The resulting animation was designed to demystify the science of addiction and craving, familiarizing consumers with NRT as a viable path to quit smoking. By visualizing the complex changes in brain chemistry, the story shows why relying on willpower alone is often not enough, ultimately empowering people to make an informed choice for their health.
What inspired the creative direction for the project?
The creative direction was inspired by the need for absolute clarity. We were tasked with explaining complex science—brain chemistry, addiction pathways, and the mechanism of NRT—to an audience that is scientifically curious but not necessarily experts. As the subject is also incredibly sensitive, our challenge was to create something that was both educational and engaging, without ever glorifying the act of smoking.
To achieve this, we chose a refined and minimalist aesthetic. This wasn’t just a stylistic choice; it was a strategic one. By stripping away any non-essential visual elements, we could focus the viewer’s attention entirely on the core message. This approach allowed us to guide the audience clearly through the science: illustrating how smoking creates well-trodden reward pathways in the brain, why willpower alone may not be enough, and how NRT provides a steadier, cleaner dose of nicotine to effectively manage cravings.
This minimalist direction created its own challenge, as it demanded that every single visual asset be crafted to the highest possible standard. But it was this very focus that allowed us to tell a powerful, unambiguous story that empowers consumers to make healthier choices.
Tell us about the team!
Our team at Random42 is built on a unique collaboration between scientists, artists, animators, and project managers who merge the worlds of science, art, and technology. Our dedicated, in-house team of PhD-qualified scientists works in lockstep with our talented artists, ensuring every project is not only scientifically accurate but also visually stunning with a cinematic feel.
While we embrace the latest technological advances, we believe the human aspect of our work is what truly sets us apart. As our CEO, Ben Ramsbottom, notes, “art is only impactful when someone with a creative eye can bring a matter to life in a new and reimagined way.”
This philosophy is the heartbeat of our team. The diverse input from every member—from deep scientific research to individual creative flair—is what elevates our work. Our Creative Director, Tolga Ari, sees this as a constant “leap forward,” where our team’s dedication transforms complex ideas into clear, cinematic narratives. We don’t just explain science; we bring it to life in a way that engages, inspires, and sparks curiosity.
How did the concept evolve over time?
The concept’s evolution was a disciplined process of distillation, designed to serve the core message with maximum clarity and impact. Our client, Haleon, needed a scientifically accurate story to educate consumers, so our process had to be precise.
It began with our scientific team’s script, which we used to sketch an initial, unrestricted storyboard. From there, we strategically stripped away every non-essential element. This was a crucial step to achieve our minimalist aesthetic, ensuring the viewer’s focus would never waver from the central health message. This stage was also vital for perfecting the narrative flow and ensuring the scientific story was easy to follow.
Once the 2D storyboard was approved by the client, our artists began crafting the main scenes in 3D. A pivotal moment in the evolution was our decision to use motion capture for the character animation. Because the story needed to convey complex emotions related to addiction and the struggle to quit, authentic human performance was essential. Our animators captured a live performance and then meticulously finessed that data in our 3D software to achieve the perfect emotional tone.
This entire process, from stripping back the storyboard to finessing the final animation, was a constant collaboration between our scientific and creative teams to ensure the final piece was not only visually stunning but also scientifically precise and emotionally resonant.
What about your team is built to last in this ever-evolving digital landscape?
Our team is built to last because our foundational structure—the deep integration of a dedicated, in-house team of PhD-level scientists with a world-class creative studio—is fundamentally about solving problems. Technology and trends will change, but the need for clear, accurate, and compelling communication for complex subjects will only grow.
This unique synergy allows us to be more than just a production house; we are a storytelling partner. We don’t just execute on ideas; we transform often intangible scientific concepts into visually stunning and emotionally engaging stories.
What is your team building next?
We’re focused on building the visual language for tomorrow’s scientific breakthroughs, bridging the gap between groundbreaking discovery and human understanding.
Each project is a new opportunity to solve a client’s unique communication challenge by transforming their science into an unforgettable visual narrative. We push the boundaries of storytelling, always seeking new ways to make the invisible world of cellular machinery and molecular pathways a truly cinematic event.
Ultimately, we are building powerful tools for innovators. By refining our craft at the intersection of science, art and technology, we ensure every story resonates with its intended audience—be it healthcare professionals, patients, or consumers—and empowers our clients to communicate their vital work to the world.
Random42 showed us the best work lives at the intersection of science, art and human understanding. That’s why we expanded our Healthcare categories. Submit by Friday, July 24th, it’s your last chance to be considered this season.