To attract delegates to visit the stand and keep the patient centre stage in the educational content, we proposed what we believe to be a world first – medical and mode-of-action content projected on and around a real person, live on the exhibition stand, using high-definition, projection-mapping technology.

HD projection delivers visually stunning, attention-grabbing effects while also being detailed enough to show medical content and support explanations of how MS affects the central nervous system and the person living with the condition.

The content was projected onto and around the model’s head, face and upper body, as she sat in the theatre space. Content was also projected onto the screen behind her. A voiceover accompanied the visuals as the audience who were drawn to watch were taken on a journey inside the person’s central nervous system, learning about MS, its effects, and how treatment can help.

A model was recruited, 3D scanned, and a 3D mannequin made of her head and shoulders. Biogen’s existing content was adapted for a live experience, new content added, and 3D-mapped onto the mannequin. Once happy, the model was introduced and the content was projected on and around the model (real person), representing a patient, live on stand. The whole timeline covered approximately three months.

A voiceover accompanied the visuals as the audience who were drawn to watch were taken on a journey inside the person’s central nervous system, learning about MS, its effects, and how treatment can help. The content was available to watch in modules or in one continuous viewing, controlled by an iPad on the stand.

3D lenticular flyers, alternating images of a women’s head and her brain and spinal cord, hinted at the installation’s content and were placed in delegate bags with an invitation to the stand.

Outputs: Stand experience, invitation in the delegate handbook, A0 advertising poster in exhibition hall promoting the installation.

Outcomes: see confidential information

“It engages people, and we know that engaged people learn more. It’s really important for Biogen to show that we are innovators, but also to give customers a reason to spend time with us and engage in meaningful conversations.”

“We’ve had lots of people coming onto the stand, interacting with the technology, asking a lot of questions… It’s not only visually compelling, it’s a valuable engagement and educational tool.”