Virtual Trip Inside the Body to Explain Rheumatoid Arthritis - Abbott Labs
StrayLight Corp. has developed and delivered a detailed 3D stereoscopic production for Abbott Labs, presenting a detailed scientific review of therapies for rheumatoid arthritis, culminating with the presentation of an exciting, new fully human monoclonal antibody treatment which Abbott has in development. This 3D experience is delivered at trade shows using StrayLight's proprietary 3D Virtual Theater, a group of 10 Virtual Reality stations consisting of professional grade head mounted displays, sound system, and motion based chairs. The Abbott theater made its debut at the American College of Rheumatology (ACR) Conference and will continue to be featured at domestic and international shows.

Thousands of Rheumatologists at ACR were "injected" inside an inflamed knee joint to witness the debilitating effects of rheumatoid arthritis. StrayLight's Virtual Theater transported Abbott's guests down to the cellular level to see the degeneration of bone and cartilage at an unusually high level of detail. The 3D stereoscopic effects helped to orient these virtual visitors to the microscopic perspective inside the knee.

Trade show attendees were then virtually shrunk down even further to become part of a cellular surface landscape, entering into the molecular actions of the complex process of rheumatoid arthritis and the various therapies used to treat this disease. Starting with the molecular mechanism of action of conventional therapies, the Virtual Theater presentation progresses through a series of increasingly advanced approaches to the treatment of rheumatoid arthritis. Some of the most promising approaches involve monoclonal antibodies, synthesized versions of the human body's own defense system. Earlier monoclonal antibody treatments use varying portions of the antibody from non-human sources, often from mice. Abbott Labs research centers have been leading the way toward a fully human monoclonal antibody treatment for rheumatoid arthritis, and StrayLight's Virtual Theater presentation demonstrates many of the results of this research.

StrayLight extended their overwhelming successful Virtual Reality promotion for Abbott Labs with five tradeshow events, spanning the US and Europe. StrayLight's educational program was the booth highlight for Abbott Labs at the American Academy of Allergy Asthma & Immunology (AAAAI) show in New York City, American College of Physicians (ACP) in Philadelphia, American Association of Immunologists (AAI) in New Orleans, and Federation of Clinical Immunology Societies (FOCIS) in San Francisco. In mid-June StrayLight's Virtual Reality Theater crossed the Atlantic and was the hit of the Annual European Congress of Rheumatology (EULAR) in Stockholm, Sweden.

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