The objective was to demonstrate the double effect of the MS drug Copaxone, expressed by the new product message “One drug – two lines of action” to the target audience of trade visitors. The original brief for the product presentation was to produce a film or any other form of 2-dimensional presentation. We convinced the client to try an innovative measure with a more holistic and immersive approach. An interactive installation was created which visualised the complex biochemical effects of the drug and showed the positive long-term impact on MS patients – scientifically founded and emotional alike.

The installation, which also added scientific voice-over commentaries and generative sound, was able to demonstrate and explain the complex subject on a level of profundity that is hard to achieve by means of standard solutions.

The interactive installation was based on a generative narrative that was guided by a live presenter to demonstrate the complex process of treating multiple sclerosis to trade visitors. The emergence of MS, the impact on the body and the way the disease influences people's everyday life was explained alongside the narrative which the users actually created themselves by interacting with the installation, led by the presenter.

The central idea of the installation was to invite visitors to learn about the disease and the drug by “immersing” themselves in the human biochemical system and actually participating in it. “Copaxone Experience” was set up at the ground level of a two-story trade fair stand. The tunnel situation enhanced the immersive experience. Additionally, it was located opposite the main lecture hall of the trade conference in order to attract as many visitors as possible.