Client: Roche
Agency: BBH London
Production Company: UNIT9
Awards: PM Society Gold (Interactive Communications) and Silver (Innovation)
You walk into a doctor’s surgery from the future where an AI guide called ETS shrinks you down to the size of a molecule. You’re then sent racing through the blood vessels of the eye, and the choices that you make along the way decide how the story ends.
Roche needed a better way to teach eye doctors about new treatments for retinal diseases like nAMD and DME, because slide decks and self-guided webinars just weren’t proving effective. With BBH, we turned the science into a series of branching, choose-your-own-adventure 360° films, with a Black Mirror-inspired sci-fi feel. It was a big leap for medical education, which is usually far more traditional, and the results showed it worked.
As producer at UNIT9, I brought together specialist medical animators, sound designers, developers, designers, and creatives, taking the project from storyboarding, through building the interactive branching, to final animation. The balancing act was keeping it entertaining without ever bending the science, so we brought our own medical consultant on board to check accuracy at every stage.
We delivered multiple versions of the experience, each with different content depending on where the treatment was in its approval process and which medical partners Roche was speaking to, alongside versions for trade expos.