PD05

ROCHE
IMMUNOLOGY

EVERY JOURNEY IS UNIQUE

12:47

A NEW WAY OF COMMUNICATION ON SCIENCE FIELD IS BORN

OBJECTIVE

The Roche pharmaceutical labs, with labs in over 150 countries, wanted to create a surprising sensory experience to transmit educational content in the field of immunology.

KEY FACTORS

The laboratories have few opportunities to speak with the health professionals and when they do, they often find them to be less than receptive.

"Programming with Artificial Intelligence allows each journey to be unique."

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CLIENT NEEDS

Tear down the difficulties of making an impact on doctors.  They needed to have a powerful tool that could convey educational content in a very visual and exciting way.

HOW DID WE DO IT?

We used programming with Artificial Intelligence to create a totally lifelike journey.  If a health professional wanted to once again journey throughout the human body (the experience), the program behaved in a completely different way, because the cells don’t always travel in the same way.  Giving the experience life and realism was a major technical challenge. It was also a challenge to work with so many scenarios, because the composition and lighting of each scenario and the medical content elements changed for every journey.

RESULTS

It was the first time that the health professionals specialized in this field had the opportunity to see the evolution and the effects of the medication in a unique, visual and interactive way.
It’s worth nothing that in the field of outreach, technological implementation of such a communication tool in this type of study and presentation had never been done before.