The Ask

Create a bold ASCO booth presence that highlights two use cases for Roche’s enhanced product offering, navify—a next generation, clinical workflow and decision support solution that eclipses traditional EHR systems by offering clinicians more robust patient insights, streamlined operational efficiencies, and reduced administrative burden.

The Concept

Present two use cases for navify (an initial consultation and a tumor board meeting) in a way that is both interactive and eye-catching. This was achieved by playing with scale. Navify would ordinarily be used on a clinician’s laptop, so with a bit of inspiration from Dance, Dance, Revolution, we created an interactive, choose-your-own-adventure demonstration on a greater-than-life-sized Macbook. The audience can either join Dr. Foster as she prepares for an initial consultation for an NSCLC patient, or follow Dr. Bennett as she uses navify to both prepare and present a complex metastatic breast cancer case to her tumor board.

Users flow through the story of each case by pressing designated keys with their feet at specific interaction points. Ballin’ on a budget, we collaborated with a videographer to animate stock images with AI.