A Unique Approach to Neurology Education

Sanofi Neurology sought to set themselves apart by introducing a disruptive aesthetic outside of conventional pharma in their communication approaches.

I helped develop a cohesive innovative program that consisted of:

The Neurology Nerve Centre

A unique resource website with distinctive 3D characters which hosted various client materials, and e-Learning modules. It had both proactive and reactive sections along with a unique MSL locator to facilitate the HCP – MSL connection.
A Compelling Booth Installation

For the 2024 CMSC Annual Meeting, we developed an engaging installation featuring the website’s 3D cell models with NFC tags linking to specific URLs, and custom LED lighting.
The Neuro Odyssey (VR)

A compelling multi-room VR experience for their CMSC booth, further enhancing visitor engagement and effectively communicating their various neurology franchise’s MOAs.

The Creative Approach

“Engage HCPs through interactive moments of delight while educating on the pathophysiology of neurological disorders.”

Role and Responsibilities as a Creative Director

Provided an overarching creative direction, approach, and design vision at the beginning of the project. Established some clear boundaries and system of touchpoints with the UX lead, Senior Technical 3D Art Director, and Lead Developer.
Provided art and UX oversight throughout the project.
Organized and coordinated brainstorming and working sessions with the production team to establish the various stylistic components, rationale and story, ensuring clarity on the experience and presentation to users.
Oversaw various deliverables, ensuring the project met high standards, especially given the complexity of the experience which was divided into rooms by disease and had multiple interactive touchpoints.
Spearheaded the room name proposal brainstorming session.
Provided ongoing feedback on multiple deliverables: animations, FSB, UX, voice-over scripts, prototypes, gameplay, educational interactions, etc.
Tested the experience on the device and recorded videos.
Wrote and storyboarded the sizzle reel to promote the experience.
Presented to internal teams and clients each deliverable or decided who would present it best, ensuring clear communication and understanding of the project’s progress and outcomes.
Collaborated with technical teams to troubleshoot and resolve issues.
Encouraged collaboration and advocated for UX.
Liaised with stakeholders to gather feedback and incorporate it into the project, ensuring the final product met the expectations.
Developed and maintained project timelines ensuring the project stayed on track.

The Neurology Nerve Centre

Mastering Ideation and Production of a Booth Installation

Booth Layout

Out of the many areas of the booth, we’ve established the installation be placed beside the VR area.
Testing Function

LED lighting upon URL activation is being tested at the warehouse. The material was too thick to insert the NFCs in the cells.
Ready to Ship

Mounted on a secure self-contained structure and embedded with NFC tags the structure needed to be safe, secure and assembled.
The Real Deal

The final installation is in place. The vibrant and compelling concept perfectly installed made it stand out and draw traffic.

The Neuro Odyssey

An immersive quest to virtual reality where HCPs can dive into the pathophysiology of neurological disorders, and learn about mechanisms of action in a new way. This unique comprehensive experience was designed to intrigue and engage.

The Journey

Moving through different rooms, users can explore, play, watch, and read at multiple interactive points. The learning encounters included 3D MOA animation videos, games, knowledge checks on Multiple Sclerosis and CIDP for three different molecules (Tolebrutinib, Frexalimab, and Riliprubart).

Meaningful Interactions

A series of short and long 3D Global animations were adapted and recreated from scratch.
The complement System in Chronic Inflammatory Demyelinating Polyneuropathy (CIDP)
The role of CD40/CD40L Co-stimulation in MS Pathophysiology
Frexa Frenzy MOA Game: Participants are in the peripheral nervous system and shoot to block CD40–CD40L interactions between T cells and macrophages to prevent activation and reduce secretion of pro-inflammatory cytokines.
Riliprubart Run Game: articipants rides along the top of a myelinated peripheral nerve fiber with the goal to shoot the C1s complement using the controllers, to prevent myelin loss triggered by complement activation.
Assessment Simulations: Placed strategically at key intervals through the experience to determine content engagement and hit learning milestones as users progressed through.
Pre-Post Survey: Blended seamlessly into the experience, brief Q&As gauged learning and recall of key messages presented.