PD01

ROCHE
MS

A MIND-BLOWING TRIP

13:23

A NEW FORM OF COMMUNICATION IS BORN

OBJECTIVE

The pharmaceutical lab Roche, one of the most important and innovative laboratories on an international level, needed an attractive and powerful educational medical tool to teach health professionals about Multiple Sclerosis.

“We developed a workflow inspired by interactive experiences.”

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KEY FACTORS

The labs don’t have many opportunities to communicate with the health professionals.  When they do, in consultations or events, time is limited.

CLIENT NEEDS

Alleviate the difficulties of creating a lasting effect on the healthcare community.  Therefore, they needed an educational tool to help concepts stick with health professionals in a personal, sensory and unique way.

HOW DID WE DO IT?

By creating an immersive and interactive 3D experience instead of a 360º video, which was the technique used by the majority of immersions when we took on the project.
We did an in depth study of the narrative of 3D interactive experiences, which allowed us to get the most out of the interaction and experiential factor.

We also needed to study and understand how a user reacts to stimuli, how to move them through different sets, how to work the composition of the space, about actions and elements, and how to generate a mechanism with interactive intuition.  One of the most important finds, which turned out to be essential in the creation of integration and ease, was how to design a floating guide that could accompany users as well as help guide their eyeline. On top of that, we had to research and fully comprehend the physiopathology of multiple sclerosis from an immunological point of view so that the project was as realistic as possible.

We developed a workflow inspired by interactive experiences and adapted it to our needs.  Using that made it much simpler to tackle two significant challenges presented by the project, creating a sensory experience within the human body and narrating a complex topic.  These two challenges are related to the universe’s design and the visual concepts used to build it.  We formed a bridge between a realistic representation of the body and didactic elements in order to facilitate the identification of the elements, such as the different types of cells.

RESULTS

The project was presented in a meeting called “Dismantling the progressive forms of Multiple Sclerosis” that took place in the Fundación Tàpies of Barcelona in November, 2016.  More than 190 doctors tried it out, in Roche’s central offices aswell, and it was very well-received.  The impact of the experience was spectacular, not only because of the innovative approach, but also because of the life-like, realistic nature of the experience, designed down to the millimeter.   The experience was also well-received within the medical community, who praised the easy-to-understand presentation of complex immunological topics thanks to the first-person journey through a B Cell in the physiopathology of Multiple Sclerosis.