Client: Roche
Agency: BBH London
Production Company: UNIT9
Roche wanted to educate eye doctors on new advancements in treating retinal diseases like nAMD and DME. Doctors are traditionally given dense powerpoint presentations and self-guided webinars, which aren’t engaging enough. To help capture their attention we created a series of interactive, 360-degree, choose-your-own-adventure voyage videos which transported them to the back of the eye.
Instead of a conventional educational video, we built a Black Mirror-inspired interactive film where doctors' choices determined the narrative's outcome. The experience started in a futuristic doctor’s surgery, guided by an AI companion called Eye Travel Systems 2.0 (ETS), who shrinks the viewer down to explore the eye at a molecular level. Doctors could navigate through blood vessels and make decisions that influenced their journey.
The award winning result was a series of immersive, sci-fi style videos that quadrupled the time doctors spent engaging with the content, making it a standout in pharma marketing and sparking conversation across the healthcare community.
As the lead producer on the project, I worked closely with medical consultants to ensure scientific accuracy while overseeing teams of 2D and 3D animators, sound designers, developers, designers and creatives. I coordinated all aspects of production, from the development of interactive elements to the creation of detailed animations, ensuring a seamless blend of education and entertainment. My role involved managing the collaboration between these teams to deliver an engaging and scientifically accurate experience for the target audience.