This touch screen experience was created for use at the recent European Congress pharmaceutical conference as part of the wider ‘Active Life’ campaign devised by VCCP Health.

Working from the campaign's powerful photographic images as a reference, we tried to recreate an entire real-time representation of the world depicted that allowed the users to travel into the image and experience the campaign's concept virtually.

The journey follows a couple over an infinitely sprawling picnic blanket. The concept represents the fact that patients can stay on the drug long term and still continue to respond to treatment even after 5 years.

During the experience at keypoints along the journey we animated data points, making the medical information interactive and ensuring that the key messaging was engaging and memorable.

Complete with sunlight streaming through the boughs of trees, gently swaying grass and the use ambient sound FX we tried to bring the scene to life as much as possible. The final sequence of the experience arrives at the same photographic poster shot that represents the concept as a whole.

Transitioning from a real-time experience into this shot required us to subtly change the camera lens of the 3D world into one that matched the original photograph and make it as seemless as possible.

At the PM Society Awards the ‘Active Life’ Campaign won bronze in the ‘Secondary Care Advertisement’ category.