Agency: MCCGLC
Client: Pharma
The challenge was to launch a new MS drug in a way that was engaging, memorable, and metaphorical. Rather than a purely clinical presentation, the goal was to create a journey that visualised the process of enlightenment and a healthcare professional's commitment to patient care. This led to the central concept of the 'Tree of Light', a large, sculptural centrepiece representing collective hope and wisdom, waiting to be illuminated by individual knowledge.
The delegate journey began by receiving a custom-designed, NFC-enabled torch. They were then guided to an interactive touchscreen station to learn about the new treatment's effectiveness. As they progressed through the educational content, their physical torch would begin to glow, growing brighter with each module completed.
This created a tangible, personal connection between the knowledge they were acquiring and the light in their hands. The experience culminated as delegates took their fully illuminated torch and placed it into a port within the main Tree of Light sculpture.
This final act of commitment triggered a cascade of beautiful lighting effects, sending their light travelling up the trunk and into the branches, visibly contributing to the tree's overall brilliance.
As the Creative Lead and lead 3D Designer, the role was to develop this entire concept from its inception and give it form. This involved the complete 3D design of both the central tree sculpture, the booth requirements and touchscreen units.
The creative direction extended to choreographing the lighting effects and designing the overall aesthetic of the space to create an atmosphere of focused learning and shared purpose. The project successfully transformed the act of learning about a new treatment into a powerful, communal, and visually stunning experience.