Science, Supersized for Impact
Science, Supersized for Impact
Science, Supersized for Impact
Type
Strategy / Creative Direction
Type
Strategy / Creative Direction
Type
Strategy / Creative Direction
Timeframe
12 weeks
Timeframe
12 weeks
Timeframe
12 weeks
Overview
Overview
Overview
Ahead of the American Academy of Dermatology annual meeting, the largest dermatology congress in the United States, a dermatology innovator advancing a novel topical therapy for psoriasis had committed to a large exhibition booth without any commercial campaigns ready in time. We were brought in to ideate a creative focal point that could attract healthcare professionals into the booth and reinforce key strategic messaging.
Ahead of the American Academy of Dermatology annual meeting, the largest dermatology congress in the United States, a dermatology innovator advancing a novel topical therapy for psoriasis had committed to a large exhibition booth without any commercial campaigns ready in time. We were brought in to ideate a creative focal point that could attract healthcare professionals into the booth and reinforce key strategic messaging.
Ahead of the American Academy of Dermatology annual meeting, the largest dermatology congress in the United States, a dermatology innovator advancing a novel topical therapy for psoriasis had committed to a large exhibition booth without any commercial campaigns ready in time. We were brought in to ideate a creative focal point that could attract healthcare professionals into the booth and reinforce key strategic messaging.
/01
/01
/01
Challenge
Challenge
Challenge
Following a period of churn within the marketing team, the organization entered the planning phase for their exhibit booth at American Academy of Dermatology congress without a clear commercial campaign direction. With the event fast approaching, the choice was to either play it safe by repurposing legacy campaign assets or introduce a new creative idea that could create fresh impact on the show floor.
Historically, the medical affairs team relied on monitors displaying static slide content to communicate key scientific messages. Review of the approved materials revealed it a highly technical four slide presentation as the heart of their desired learning outcomes for attendees. While scientifically sound, the format lacked the scale, presence, and memorability needed to anchor a large booth or compete for attention in a crowded congress environment.
The task was to transform this visually constrained scientific content into a bold and intuitive experience that could draw healthcare professionals into the booth, support high quality medical education conversations, and clearly differentiate the presence among digital screens and looping presentations.
Following a period of churn within the marketing team, the organization entered the planning phase for their exhibit booth at American Academy of Dermatology congress without a clear commercial campaign direction. With the event fast approaching, the choice was to either play it safe by repurposing legacy campaign assets or introduce a new creative idea that could create fresh impact on the show floor.
Historically, the medical affairs team relied on monitors displaying static slide content to communicate key scientific messages. Review of the approved materials revealed it a highly technical four slide presentation as the heart of their desired learning outcomes for attendees. While scientifically sound, the format lacked the scale, presence, and memorability needed to anchor a large booth or compete for attention in a crowded congress environment.
The task was to transform this visually constrained scientific content into a bold and intuitive experience that could draw healthcare professionals into the booth, support high quality medical education conversations, and clearly differentiate the presence among digital screens and looping presentations.
Following a period of churn within the marketing team, the organization entered the planning phase for their exhibit booth at American Academy of Dermatology congress without a clear commercial campaign direction. With the event fast approaching, the choice was to either play it safe by repurposing legacy campaign assets or introduce a new creative idea that could create fresh impact on the show floor.
Historically, the medical affairs team relied on monitors displaying static slide content to communicate key scientific messages. Review of the approved materials revealed it a highly technical four slide presentation as the heart of their desired learning outcomes for attendees. While scientifically sound, the format lacked the scale, presence, and memorability needed to anchor a large booth or compete for attention in a crowded congress environment.
The task was to transform this visually constrained scientific content into a bold and intuitive experience that could draw healthcare professionals into the booth, support high quality medical education conversations, and clearly differentiate the presence among digital screens and looping presentations.
/02
/02
/02
Approach
Approach
Approach
Rather than introducing additional digital screens or repackaging existing slides, we proposed an analogue storytelling approach that would turn scientific explanation into a physical experience. We reimagined the approved four slide medical affairs presentation as a large scale pop up book that could serve as both a visual anchor and an educational tool.
Each layout of the book represented a key stage of the disease pathway. As each page of the multi-layers pop up book opened, healthcare professionals could intuitively understand relationships between disease mechanisms that would normally require multiple static slides to explain. The scale and dimensionality of the installation allowed it to function as a booth attractor, drawing attention from across the show floor and inviting deeper scientific discussion once clinicians engaged.
The experience was designed for reuse across the regional events program. In addition to the flagship congress installation, the book was intentionally scaled to fit sponsored tables at regional medical meetings and smaller symposia, maintaining clarity and impact in every setting.
Rather than introducing additional digital screens or repackaging existing slides, we proposed an analogue storytelling approach that would turn scientific explanation into a physical experience. We reimagined the approved four slide medical affairs presentation as a large scale pop up book that could serve as both a visual anchor and an educational tool.
Each layout of the book represented a key stage of the disease pathway. As each page of the multi-layers pop up book opened, healthcare professionals could intuitively understand relationships between disease mechanisms that would normally require multiple static slides to explain. The scale and dimensionality of the installation allowed it to function as a booth attractor, drawing attention from across the show floor and inviting deeper scientific discussion once clinicians engaged.
The experience was designed for reuse across the regional events program. In addition to the flagship congress installation, the book was intentionally scaled to fit sponsored tables at regional medical meetings and smaller symposia, maintaining clarity and impact in every setting.
Rather than introducing additional digital screens or repackaging existing slides, we proposed an analogue storytelling approach that would turn scientific explanation into a physical experience. We reimagined the approved four slide medical affairs presentation as a large scale pop up book that could serve as both a visual anchor and an educational tool.
Each layout of the book represented a key stage of the disease pathway. As each page of the multi-layers pop up book opened, healthcare professionals could intuitively understand relationships between disease mechanisms that would normally require multiple static slides to explain. The scale and dimensionality of the installation allowed it to function as a booth attractor, drawing attention from across the show floor and inviting deeper scientific discussion once clinicians engaged.
The experience was designed for reuse across the regional events program. In addition to the flagship congress installation, the book was intentionally scaled to fit sponsored tables at regional medical meetings and smaller symposia, maintaining clarity and impact in every setting.
/03
/03
/03
Results
Results
Results
The analogue storytelling installation became the focal point of the booth and immediately differentiated the presence within a crowded show floor, full of large LED walls. Healthcare professionals were drawn in by the unexpected physical format and stayed engaged as the science was explained in a clear and intuitive way.
The experience successfully repositioned the congress narrative around medical affairs credibility following the removal of the commercial campaign. The dimensional format supported longer and more meaningful scientific conversations than traditional monitor based presentations. Following the congress, the tabletop version was deployed across regional programs, where it consistently outperformed standard tabletop monitor setups by attracting attention and extending engagement time.
The analogue storytelling installation became the focal point of the booth and immediately differentiated the presence within a crowded show floor, full of large LED walls. Healthcare professionals were drawn in by the unexpected physical format and stayed engaged as the science was explained in a clear and intuitive way.
The experience successfully repositioned the congress narrative around medical affairs credibility following the removal of the commercial campaign. The dimensional format supported longer and more meaningful scientific conversations than traditional monitor based presentations. Following the congress, the tabletop version was deployed across regional programs, where it consistently outperformed standard tabletop monitor setups by attracting attention and extending engagement time.
The analogue storytelling installation became the focal point of the booth and immediately differentiated the presence within a crowded show floor, full of large LED walls. Healthcare professionals were drawn in by the unexpected physical format and stayed engaged as the science was explained in a clear and intuitive way.
The experience successfully repositioned the congress narrative around medical affairs credibility following the removal of the commercial campaign. The dimensional format supported longer and more meaningful scientific conversations than traditional monitor based presentations. Following the congress, the tabletop version was deployed across regional programs, where it consistently outperformed standard tabletop monitor setups by attracting attention and extending engagement time.
Brand Differentiation
10X
10X
Medical Affairs Booth Traffic
Increased 53%
Increased 53%
/04
/04
/04
This project demonstrated that when timelines are tight and content is constrained, analogue storytelling can create clarity and impact where digital formats fall short. By turning complex science into a physical experience, medical education became more intuitive, more memorable, and more effective across both flagship congress and field medical environments.
This project demonstrated that when timelines are tight and content is constrained, analogue storytelling can create clarity and impact where digital formats fall short. By turning complex science into a physical experience, medical education became more intuitive, more memorable, and more effective across both flagship congress and field medical environments.
This project demonstrated that when timelines are tight and content is constrained, analogue storytelling can create clarity and impact where digital formats fall short. By turning complex science into a physical experience, medical education became more intuitive, more memorable, and more effective across both flagship congress and field medical environments.
Strategy
James Douglas
Creative Direction
James Douglas
Pop Up Development
SparkBox Studio
Strategy
James Douglas
Creative Direction
James Douglas
Pop Up Development
SparkBox Studio
Strategy
James Douglas
Creative Direction
James Douglas
Pop Up Development
SparkBox Studio
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