Overview

As a key member of the development team, I helped to create a hybrid digital-physical attraction for the Pfizer Xeljanz booth to drive visitor engagement in high-traffic exhibition environments. The solution utilized Augmented Reality (AR) to celebrate a ten-year brand heritage milestone while encouraging delegates to interact with broader booth materials.

Strategic Intent: Impactful Brand Storytelling

The project was designed to transform a traditional booth space into an interactive destination through immersive technology.

• Heritage Messaging: I engineered the AR experience to deliver key brand messages centered on the ten-year anniversary of the product.
• Delegation Engagement: The interface was specifically designed to act as a primary attractor, drawing visitors into the physical space and directing them toward additional clinical resources.

Hybrid Technical Architecture: Physical Blocks and AR Triggers

To balance budget and timeline constraints with the need for durability, I developed a modular system using engineered physical assets.

• Physical Engineering: The system consisted of lightweight, durable cardboard blocks designed to be easily constructed and deconstructed by delegates.
• Logic-Based Sequencing: The blocks featured a numbered slotting sequence to ensure that physical alignment matched the digital content delivery.
• Multi-Sided Trigger Logic: I implemented unique AR trigger images on all four sides of the topmost cube, with each image corresponding to a specific clinical or brand message.

Seamless AR Integration and Animation

The digital layer of the experience was optimized for high-performance interaction within the booth environment.

• Pre-Installed Deployment: The AR application was deployed on a fleet of iPads stationed within the booth for immediate user access.
• Trigger-Responsive Content: When the iPad camera identified a specific trigger image, the system initiated a unique animation that revealed the associated brand message.
• Visual Fidelity: The animations were designed to be impactful and visually distinct, ensuring the digital "reveal" felt like a rewarding conclusion to the physical interaction.

Scalability and Sustainable Design

A primary objective was ensuring the long-term utility of both the digital and physical components of the project.

• Reusable Assets: The entire system was architected to be portable and reusable for future congresses and events.
• Modular Content: Because the AR content is tied to specific triggers, the system allows for the future rotation of brand messages without requiring a complete redesign of the physical blocks.

Key Insight: Innovation is often born from constraint. By marrying lightweight, low-cost physical blocks with sophisticated AR trigger logic, I provided Pfizer with a high-impact, documented engagement tool that stands as a benchmark for sustainable exhibit design.