Studio Rx Productions launched this week as a standalone creative studio inside the FCB Health network, but its work isn't new to the agency group. The production team already works across the network's different agencies and clients to deliver film, animation and experiential projects in pharma and healthcare.

With the official independent launch this week, Studio Rx will continue that work, of course, but it'll also be open for business to build its own client base. It specializes in three categories: animation, traditional production and video work and experiential production, which includes the booming virtual reality and augmented reality fields.

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"There are such huge technological advancements happening right now in virtual and augmented reality that people want to take advantage of, because they think these technologies are a great way to bring stories to life," Matthew Hall, Studio Rx director of content creation, said in an interview. "We see really strong engagement times—three times or more longer than traditional video—and people sticking with the experience longer."

Studio Rx will have 25 full-time employees in its New York hub, supplemented by talent within the FCB Health network around the world. This is the network’s second assembly of inside talent services into a standalone agency this year. In March, it launched BX: Brand Experience Design Group, its first full-service branding agency focused on health and wellness.

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When asked to look down the road at what’s next, Hall said he sees a day coming when computer and phone screens disappear, and people will simply see information floating in front of them. As a self-styled agency of the future, Studio Rx plans a deep dive into that market shift as it advises clients through day-to-day production work.

"The combination of production expertise and healthcare expertise all in one is really unique, especially when you combine technology into it," Hall said. "Clients are hearing from people they work with and seeing new technologies in the field and are trying to understand how do I get in on that?"

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