Meetings, Events and Exhibitions

Incyte wanted to create a ground-breaking event technology that helps dermatologists understand the significant impact of vitiligo & shows them the positive effect a new treatment could have on patients’ lives.

After consulting with expert dermatologists, analysing data, developing unique AI models & coding cutting-edge dynamic technologies, Incyte released the AR Vitiligo Mirror… It simulates hyper-realistic, medically accurate non-segmental vitiligo, and shows the effects of the treatment, upon whoever stands before it.

“The Vitiligo Mirror” has featured at dermatology events around the world to help change perceptions on the impact of vitiligo and inspire clinicians to prioritise their vitiligo patients.

February 2025 UK/VI/NP/25/0003
Created and funded by Incyte. Non-promotional, not intended for HCPs.

Judges Comments

The Judges exceptionally liked this idea, remarking that this was to the point of actually sitting down and saying “wow…” They felt this was profoundly impactful work that delivered on deep insights and then moved to create meaningful empathy, which all combined to make this a fantastic entry. Helping HCPs to understand the psychological burden of the condition and then to show a positive outcome from treatment, has resulted in great response at events and no wonder.

Everything in the execution of “The Vitiligo Mirror” was superb. From utilising a Steering Committee of experts to ensure it aligned with real-world experience of patients, to using groundbreaking AI and dynamic technology with mathematical modelling to create the simulation, it all made this an ultra-realistic experience for delegates, with an overwhelmingly positive response.

Striking, original, memorable, moving… Judges especially thought this exhibition was absolutely brilliant in the way that face mapping worked to make it realistic to each individual’s face, then how the impact of the product over time was seen. This is the way to do it—bring the patient experience and impact to the HCP!

Sarah Woozley, Idorsia Pharmaceuticals

A congress experience that brought our creative campaign to life, using the analogy of tangled wool to invite HCPs to untangle the complex, heterogeneous nature of COPD.

The tactile exhibition booth was partially built from real wool, but also featured patient/caregiver portraits woven from 5km of wool, a 12-foot thread-themed 360-degree LED pillar, a Mode of Disease video where the educational story was told within the fibres of the woollen lungs, an interactive app and a feedback wall that required HCPs to drag woollen threads across a board.

The Unbearable Home is a window into a shocking reality that ensures dermatologists walk away ready to demand change in hidradenitis suppurativa (HS) disease management.

A small house with a big impact.

Our vision was to transform the way people perceive and learn about pathogens through a medium as universally relatable as music. Simply put, we set out to translate the language of bacteria into sound. Collaborating with a musical expert we decoded biomarker sequences into musical notes, allowing users to “hear” bacteria for the first time ever.

This fusion of science and art inspired attendees to engage deeply with material traditionally perceived as complex and abstract. By transforming the analysis of pathogens into a playful experience, we opened doors to creativity and exploration, helping users explore an expanded range of assays.

Cytotect has been used against CMV infection for over 40 years. In that time, congresses have got busier, and antivirals have gained market share, silencing Cytotect’s message that when paired with antivirals, CMV protection is amplified!

So, we turned the congress experience up to 11.

We created a punk rock band, Rise Against CMV, representing Cytotect’s MOA and lead singer, Ant.I.Viral, to show how the two play better together. Then we took them on tour to spread our message. Playing ‘live’ in Cytotect’s newly designed gig venue, transporting HCPs from bright, white, clinical booths to a complete punk rock experience.

As a new player in neurology, our client aimed to stand out from the crowd at the prestigious AD/PD conference to maximise attendee engagement.

To achieve, this we developed an AI-driven app that would spark conversations around Alzheimer’s disease. While Alzheimer’s can feel like a hopeless disease, most become trapped and isolated in their own minds, advances in the field have brought renewed hope to patients, families and neurologists. We wanted to help neurologists communicate this, taking it from their mind’s eye into a visual reality.

This is how BrAIn Art was born.