Innovation in Marketing & Communications

Incyte wanted to create a ground-breaking event technology that helps dermatologists understand the significant impact of vitiligo and 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.

Judge’s Comments

The Vitiligo Mirror is brilliantly clever, highly immersive and strongly emotive way to illustrate this condition. Using ground-breaking AI technology that can be used across varied target audiences around the globe, it is able to support, educate, engage and cut through with HCPs, in a way that resonates with them. The ambition and objectives of the campaign were clearly defined, which helped demonstrate the impact and efficacy of the product. The potential to grow the creative approach was evident and realistic, with understandable metrics and specific uses to drive value for the brand. Being able to use timeline improvement is fantastic and great to cover different skin tones to ensure accuracy.

The judges were wowed by the novel technology and overall execution of the project, noting that the mirror concept was very strong, helping to put the user in the shoes of the patient with clinically validated realism. The interaction was very “human” and judges could easily imagine that for an MSL or rep, the Vitiligo Mirror would be compelling to share with HCPs. Most remarkably, seeing the impact of both the condition and the treatment on one’s own face feels truly unique. Judges were excited to see the potential for future use and growth and look forward to seeing the Vitiligo Mirror rolled out further!

Samantha Howell – LEO Pharma

Central to this COPD education campaign are CGI animations of tangled woollen lungs and a coughing man, representing the complexity of the disease. It also features an MOD video that follows a thread to the centre of the lungs, plus a 360-degree interactive pillar connected to an iPad.

Patient portraits (built from 5km of wool) used an algorithm that performed over 20 billion calculations to create instructions for the artist. And in the age of virtual experiences, our tactile booth included a feedback wall that allowed delegates to contribute to an ever-changing infographic by extending wool across a board.

EVA rewrites the HCP engagement playbook, using AI to create genuinely conversational, compliant dialogue, brought to life on a congress ghost screen that interacts with passers-by.

With the field force for a legacy rare disease product redeployed, EVA stepped up to answer HCP questions, auto-flag adverse events, and collect meaningful insights. She even repurposes content online without video reshoots, breaking long-standing “compliance kills creativity” frustrations. Beneath the charm sits a breakthrough compliance framework that lets EVA tailor answers in real-time while staying fully approved—showing how pharma content can transform into living, human conversations without breaking the rules.

Millions battling alopecia areata (AA) face more than hair loss—it’s an autoimmune disease that deeply impacts confidence, relationships, and careers. New treatment advances bring new clinical data; however, HCPs often struggle to connect the clinical data with the real-life patient impact.

Pfizer sought to address this gap and together we developed an immersive tool to help HCPs visualise hair regrowth, bringing patient stories to life and turning static data into meaningful insights. By bridging this gap, Pfizer empowers HCPs to better understand and communicate treatment outcomes, transform the care experience, and offer hope to those living with AA.

In.Pazienti® is the bridge between the untapped potential of patient-led communities and the healthcare industry.

While patients were already creating strong, supportive networks online, no structured model existed to connect this authentic dialogue with those who could support it: the industry.

In.Pazienti® changes that. It identifies and amplifies patient influencers, turning spontaneous posts into strategically driven educational content—accessible to all. Through a dedicated platform and tailor-made projects based on specific needs, In.Pazienti® enables companies to engage with real patient perspectives and co-create more meaningful, patient-informed solutions.

A new, collaborative model—created with patients, designed for impact.