Challenge

Ahead of the 11th World Conference of Science Journalists, we were asked by a leading biopharmaceutical company to develop an immersive experience that would not only teach medical journalists about the scientific complexities of their new immunotherapy technology and its robust manufacturing process. But also make this complex process fun, intuitive and memorable.

Insight

The audience would have spent a long day being talked at in an auditorium, so this solution couldn’t be didactic. It needed to be participatory and collaborative.

After all, we learn much more by doing!

Solution

Using visual storytelling and gamification, we immersed the audience on a scientific journey of discovery. Visualising the vein-to-vein manufacturing journey and interpreting it into an interactive and intuitive game, utilising motion sensors and projection mapping.

Upon entering a white laboratory capsule the journalists were set an important mission:

Unlock the Power of the Immune System.

The interactive element was intensified with a collaborative mental and physical game that tasked the audience to match lentiviral vectors to a patient’s immune cells through the matching of colours.

• First, players were shrunk to cellular level to collect valuable immune cells before safely transporting them to a specialised manufacturing facility.

• They then followed the full vein-to-vein journey as they prepared the immune cells for their end destination: the patient.

• Diverse patient stories allowed the players to understand the positive impact of the research and have an ‘active’ part in the patients’ narratives within the experience.

Twenty-six journalists were offered an exclusive opportunity to be educated about the complexities of the molecular engineering process through interactive video play learning and bold and pioneering science, and each left with a heightened awareness of the manufacturing and supply chain expedition thanks to the simplified immersive learning experience.

Role

Creative Director – Creating the concept and developing the idea and art direction, guiding 3rd party immersive designers to create the experience.