{"id":1949,"date":"2009-11-09T18:50:29","date_gmt":"2009-11-09T18:50:29","guid":{"rendered":"http:\/\/www.firedbydesign.com\/?p=1949"},"modified":"2010-06-26T12:36:54","modified_gmt":"2010-06-26T11:36:54","slug":"cell-animation","status":"publish","type":"post","link":"https:\/\/firedbydesign.com\/?p=1949","title":{"rendered":"Cell animation"},"content":{"rendered":"<p>Animation and design studio Plastic Milk has created a CG film to highlight Vidaza, a new drug in the fight against MDS, a blood disorder which leads to leukemia.<\/p>\n<p><img data-recalc-dims=\"1\" decoding=\"async\" class=\"aligncenter size-full wp-image-1954 lazyload\" title=\"Vidaza_still_2\" data-src=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/11\/Vidaza_still_2.jpg?resize=600%2C338&#038;ssl=1\" alt=\"Vidaza_still_2\" width=\"600\" height=\"338\" data-srcset=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/11\/Vidaza_still_2.jpg?w=600&amp;ssl=1 600w, https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/11\/Vidaza_still_2.jpg?resize=520%2C293&amp;ssl=1 520w\" data-sizes=\"(max-width: 600px) 100vw, 600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/338;\" \/><\/p>\n<p>To be used in the training of healthcare professionals, as well as being screened at exhibitions internationally, the Vidaza film was commissioned by MedSci for international pharmaceutical company Celgene.<\/p>\n<p>Plastic Milk was brought on board to help communicate this advance in the fight against MDS, through the recreation of cells and strands of DNA within a 3D environment of the body.<\/p>\n<p><img data-recalc-dims=\"1\" decoding=\"async\" class=\"aligncenter size-full wp-image-1955 lazyload\" title=\"Vidaza_still_1\" data-src=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/11\/Vidaza_still_1.jpg?resize=600%2C338&#038;ssl=1\" alt=\"Vidaza_still_1\" width=\"600\" height=\"338\" data-srcset=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/11\/Vidaza_still_1.jpg?w=600&amp;ssl=1 600w, https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/11\/Vidaza_still_1.jpg?resize=520%2C293&amp;ssl=1 520w\" data-sizes=\"(max-width: 600px) 100vw, 600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/338;\" \/><\/p>\n<p>Vidaza works by combining with the DNA of blood stem cells ensuring that they mature normally. The animated film begins by looking at cells in bone marrow, then goes inside the cell and right down to the interaction of individual molecules in a strand of DNA.<\/p>\n<p><img data-recalc-dims=\"1\" decoding=\"async\" class=\"aligncenter size-full wp-image-1953 lazyload\" title=\"Vidaza_still_4\" data-src=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/11\/Vidaza_still_4.jpg?resize=600%2C338&#038;ssl=1\" alt=\"Vidaza_still_4\" width=\"600\" height=\"338\" data-srcset=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/11\/Vidaza_still_4.jpg?w=600&amp;ssl=1 600w, https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/11\/Vidaza_still_4.jpg?resize=520%2C293&amp;ssl=1 520w\" data-sizes=\"(max-width: 600px) 100vw, 600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/338;\" \/><\/p>\n<p>Created using Lightwave 3D, the animated DNA was rigged with virtual bones so it could be wound and unwound. The G2 plugin proved useful in creating velvety textures. Head of animation Duncan Raitt used a lighting ball to establish a radiosity-like lighting setup, giving very soft shadows without the rendering load associated with using actual radiosity. The particle system was combined with hypervoxels to add translucent floating debris, which gave the impression of being inside a fluid medium.<\/p>\n<p><img data-recalc-dims=\"1\" decoding=\"async\" class=\"aligncenter size-full wp-image-1952 lazyload\" title=\"Vidaza_still_5\" data-src=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/11\/Vidaza_still_5.jpg?resize=600%2C338&#038;ssl=1\" alt=\"Vidaza_still_5\" width=\"600\" height=\"338\" data-srcset=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/11\/Vidaza_still_5.jpg?w=600&amp;ssl=1 600w, https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/11\/Vidaza_still_5.jpg?resize=520%2C293&amp;ssl=1 520w\" data-sizes=\"(max-width: 600px) 100vw, 600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/338;\" \/><\/p>\n<p>Plastic Milk worked closely with MedSci and its medical experts to ensure scientific accuracy while creating a visually stimulating animation that is engaging to a wide range of audiences. As well as appealing to specialists on blood disorders, the Vidaza film is also accessible enough for a broader scientific audience.<\/p>\n<p><a title=\"Plastic Milk\" href=\"http:\/\/www.plasticmilk.co.uk\/\" target=\"_blank\">See more work by Plastic Milk<\/a><\/p>\n<p style=\"padding: 2px 6px 4px 6px; color: #555555; background-color: #eeeeee; border: #dddddd 2px solid;\">\n<address><strong> Metadata<\/strong><\/address>\n<address>Title: Vidaza<\/address>\n<address>Client: \u00a0MedSci Healthcare Communications<\/address>\n<address>Animation Company: \u00a0Plastic Milk<\/address>\n<address>Animators: \u00a0David Raitt (Creative Director),\u00a0Duncan Raitt \u00a0(Head of Animation),\u00a0Jon Marsh \u00a0(Animator)<\/address>\n<address><\/address>\n<p style=\"padding: 2px 6px 4px 6px; color: #555555; background-color: #eeeeee; border: #dddddd 2px solid;\">\n","protected":false},"excerpt":{"rendered":"<p>Animation and design studio Plastic Milk has created a CG film to highlight Vidaza, a new drug in the fight against MDS, a blood disorder which leads to leukemia.<\/p>\n","protected":false},"author":129,"featured_media":1952,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[18,7],"tags":[2940,170,169,171],"class_list":["post-1949","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-animation-projects","category-inspiration","tag-animation-projects","tag-cgi","tag-lightwave-3d","tag-medical-imaging"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Cell animation - Fired By Design<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/firedbydesign.com\/?p=1949\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Cell animation - Fired By Design\" \/>\n<meta name=\"twitter:description\" content=\"Animation and design studio Plastic Milk has created a CG film to highlight Vidaza, a new drug in the fight against MDS, a blood disorder which leads to leukemia.\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/11\/Vidaza_still_5.jpg?fit=600%2C338&ssl=1\" \/>\n<meta name=\"twitter:creator\" content=\"@FiredByDesign\" \/>\n<meta name=\"twitter:site\" content=\"@FiredByDesign\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"The Editor\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/?p=1949#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/?p=1949\"},\"author\":{\"name\":\"The Editor\",\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/#\\\/schema\\\/person\\\/9360b626bf4ab4cde98ab739484b96e8\"},\"headline\":\"Cell animation\",\"datePublished\":\"2009-11-09T18:50:29+00:00\",\"dateModified\":\"2010-06-26T11:36:54+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/?p=1949\"},\"wordCount\":296,\"publisher\":{\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/?p=1949#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/i0.wp.com\\\/firedbydesign.com\\\/wp-content\\\/uploads\\\/2009\\\/11\\\/Vidaza_still_5.jpg?fit=600%2C338&ssl=1\",\"keywords\":[\"Animation\",\"CGI\",\"Lightwave 3D\",\"medical imaging\"],\"articleSection\":[\"Animation\",\"Inspiration\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/?p=1949\",\"url\":\"https:\\\/\\\/firedbydesign.com\\\/?p=1949\",\"name\":\"Cell animation - Fired By Design\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/?p=1949#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/?p=1949#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/i0.wp.com\\\/firedbydesign.com\\\/wp-content\\\/uploads\\\/2009\\\/11\\\/Vidaza_still_5.jpg?fit=600%2C338&ssl=1\",\"datePublished\":\"2009-11-09T18:50:29+00:00\",\"dateModified\":\"2010-06-26T11:36:54+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/?p=1949#breadcrumb\"},\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/firedbydesign.com\\\/?p=1949\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/?p=1949#primaryimage\",\"url\":\"https:\\\/\\\/i0.wp.com\\\/firedbydesign.com\\\/wp-content\\\/uploads\\\/2009\\\/11\\\/Vidaza_still_5.jpg?fit=600%2C338&ssl=1\",\"contentUrl\":\"https:\\\/\\\/i0.wp.com\\\/firedbydesign.com\\\/wp-content\\\/uploads\\\/2009\\\/11\\\/Vidaza_still_5.jpg?fit=600%2C338&ssl=1\",\"width\":600,\"height\":338},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/?p=1949#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/firedbydesign.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Cell animation\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/#website\",\"url\":\"https:\\\/\\\/firedbydesign.com\\\/\",\"name\":\"Fired By Design\",\"description\":\"creative inspirations and revelations\",\"publisher\":{\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/firedbydesign.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-GB\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/#organization\",\"name\":\"Fired By Design\",\"url\":\"https:\\\/\\\/firedbydesign.com\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/i0.wp.com\\\/firedbydesign.com\\\/wp-content\\\/uploads\\\/2016\\\/05\\\/cropped-Big2015_MB6.png?fit=207%2C236&ssl=1\",\"contentUrl\":\"https:\\\/\\\/i0.wp.com\\\/firedbydesign.com\\\/wp-content\\\/uploads\\\/2016\\\/05\\\/cropped-Big2015_MB6.png?fit=207%2C236&ssl=1\",\"width\":207,\"height\":236,\"caption\":\"Fired By Design\"},\"image\":{\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/x.com\\\/FiredByDesign\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/#\\\/schema\\\/person\\\/9360b626bf4ab4cde98ab739484b96e8\",\"name\":\"The Editor\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/193c97f822851de225bd66155cb32c475f037c54adfdfa97a254b30d0ad4a458?s=96&d=monsterid&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/193c97f822851de225bd66155cb32c475f037c54adfdfa97a254b30d0ad4a458?s=96&d=monsterid&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/193c97f822851de225bd66155cb32c475f037c54adfdfa97a254b30d0ad4a458?s=96&d=monsterid&r=g\",\"caption\":\"The Editor\"},\"sameAs\":[\"https:\\\/\\\/firedbydesign.com\"],\"url\":\"https:\\\/\\\/firedbydesign.com\\\/?author=129\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Cell animation - Fired By Design","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/firedbydesign.com\/?p=1949","twitter_card":"summary_large_image","twitter_title":"Cell animation - Fired By Design","twitter_description":"Animation and design studio Plastic Milk has created a CG film to highlight Vidaza, a new drug in the fight against MDS, a blood disorder which leads to leukemia.","twitter_image":"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/11\/Vidaza_still_5.jpg?fit=600%2C338&ssl=1","twitter_creator":"@FiredByDesign","twitter_site":"@FiredByDesign","twitter_misc":{"Written by":"The Editor","Estimated reading time":"1 minute"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/firedbydesign.com\/?p=1949#article","isPartOf":{"@id":"https:\/\/firedbydesign.com\/?p=1949"},"author":{"name":"The Editor","@id":"https:\/\/firedbydesign.com\/#\/schema\/person\/9360b626bf4ab4cde98ab739484b96e8"},"headline":"Cell animation","datePublished":"2009-11-09T18:50:29+00:00","dateModified":"2010-06-26T11:36:54+00:00","mainEntityOfPage":{"@id":"https:\/\/firedbydesign.com\/?p=1949"},"wordCount":296,"publisher":{"@id":"https:\/\/firedbydesign.com\/#organization"},"image":{"@id":"https:\/\/firedbydesign.com\/?p=1949#primaryimage"},"thumbnailUrl":"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/11\/Vidaza_still_5.jpg?fit=600%2C338&ssl=1","keywords":["Animation","CGI","Lightwave 3D","medical imaging"],"articleSection":["Animation","Inspiration"],"inLanguage":"en-GB"},{"@type":"WebPage","@id":"https:\/\/firedbydesign.com\/?p=1949","url":"https:\/\/firedbydesign.com\/?p=1949","name":"Cell animation - Fired By Design","isPartOf":{"@id":"https:\/\/firedbydesign.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/firedbydesign.com\/?p=1949#primaryimage"},"image":{"@id":"https:\/\/firedbydesign.com\/?p=1949#primaryimage"},"thumbnailUrl":"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/11\/Vidaza_still_5.jpg?fit=600%2C338&ssl=1","datePublished":"2009-11-09T18:50:29+00:00","dateModified":"2010-06-26T11:36:54+00:00","breadcrumb":{"@id":"https:\/\/firedbydesign.com\/?p=1949#breadcrumb"},"inLanguage":"en-GB","potentialAction":[{"@type":"ReadAction","target":["https:\/\/firedbydesign.com\/?p=1949"]}]},{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/firedbydesign.com\/?p=1949#primaryimage","url":"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/11\/Vidaza_still_5.jpg?fit=600%2C338&ssl=1","contentUrl":"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/11\/Vidaza_still_5.jpg?fit=600%2C338&ssl=1","width":600,"height":338},{"@type":"BreadcrumbList","@id":"https:\/\/firedbydesign.com\/?p=1949#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/firedbydesign.com\/"},{"@type":"ListItem","position":2,"name":"Cell animation"}]},{"@type":"WebSite","@id":"https:\/\/firedbydesign.com\/#website","url":"https:\/\/firedbydesign.com\/","name":"Fired By Design","description":"creative inspirations and revelations","publisher":{"@id":"https:\/\/firedbydesign.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/firedbydesign.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-GB"},{"@type":"Organization","@id":"https:\/\/firedbydesign.com\/#organization","name":"Fired By Design","url":"https:\/\/firedbydesign.com\/","logo":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/firedbydesign.com\/#\/schema\/logo\/image\/","url":"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2016\/05\/cropped-Big2015_MB6.png?fit=207%2C236&ssl=1","contentUrl":"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2016\/05\/cropped-Big2015_MB6.png?fit=207%2C236&ssl=1","width":207,"height":236,"caption":"Fired By Design"},"image":{"@id":"https:\/\/firedbydesign.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/x.com\/FiredByDesign"]},{"@type":"Person","@id":"https:\/\/firedbydesign.com\/#\/schema\/person\/9360b626bf4ab4cde98ab739484b96e8","name":"The Editor","image":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/secure.gravatar.com\/avatar\/193c97f822851de225bd66155cb32c475f037c54adfdfa97a254b30d0ad4a458?s=96&d=monsterid&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/193c97f822851de225bd66155cb32c475f037c54adfdfa97a254b30d0ad4a458?s=96&d=monsterid&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/193c97f822851de225bd66155cb32c475f037c54adfdfa97a254b30d0ad4a458?s=96&d=monsterid&r=g","caption":"The Editor"},"sameAs":["https:\/\/firedbydesign.com"],"url":"https:\/\/firedbydesign.com\/?author=129"}]}},"_links":{"self":[{"href":"https:\/\/firedbydesign.com\/index.php?rest_route=\/wp\/v2\/posts\/1949","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/firedbydesign.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/firedbydesign.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/firedbydesign.com\/index.php?rest_route=\/wp\/v2\/users\/129"}],"replies":[{"embeddable":true,"href":"https:\/\/firedbydesign.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1949"}],"version-history":[{"count":0,"href":"https:\/\/firedbydesign.com\/index.php?rest_route=\/wp\/v2\/posts\/1949\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/firedbydesign.com\/index.php?rest_route=\/wp\/v2\/media\/1952"}],"wp:attachment":[{"href":"https:\/\/firedbydesign.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1949"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/firedbydesign.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1949"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/firedbydesign.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1949"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}