Agency: MCCGLC
Client: Pharma
The challenge was to build an activation that could powerfully convey the worsening, and often unseen, effects of migraines. To create a truly empathetic connection, the core concept moved beyond clinical data and focused on the human story: the fear of being absent from life’s most crucial moments. These moments were given physical form as transparent, NFC-enabled projection slides, each representing a cherished memory.
The delegate's journey was built around these tactile memory slides. Upon selecting a slide and placing it on an interactive reader, a patient story would begin to unfold.
The installation's stunning centrepiece: a huge, seemingly holographic light sculpture. Constructed from thousands of micro-LEDs, this volumetric display formed three-dimensional images and shapes in mid-air. It animated in real-time to represent the disorienting, disruptive, and worsening impact of a migraine on the specific memory the delegate had chosen, translating an internal feeling into a dramatic shared experience.
This project required a holistic lead across Concept Design, Creative Direction, 3D Design, and technical execution. The role involved shaping the 'memory slide' narrative and designing the entire visual journey. This included the crucial 3D design and animation of the content for the light sculpture, ensuring the visual metaphor was both compelling and clear.
As the technical lead, the responsibility included architecting the complex system that powered the experience. The interactive stations ran a front-end application built with Vue.js, which communicated with the NFC readers. A Node.js backend managed the logic, pulling the correct patient story and animation data from a real-time Firebase database. The result was a deeply moving campaign that successfully translated an invisible illness into a tangible, unforgettable story of human impact.