Mossy Oak
Live Models and Ring of fire
The Mossy Oak design was used to tell the story of a hunter's outdoor lifestyle. It virtually placed attendees within the wooded, camouflage environment that is celebrated by their brand. Part of the company's messaging surrounds the camaraderie of friends being together, hanging out, and discussing the day's hunt. This place is referred to as the Ring of Fire. The Ring of Fire was replicated using a fabric structure, enhanced with crackling, popping sounds and flickering light. Vertical monitors surrounded the fire to enable attendee interaction by hearing hunting anecdotes like they would experience with friends around the evening fire.
Camouflage pattern design is at the core of Mossy Oak's business. To highlight their new camouflage, live models were dressed in these pattens and placed in an outdoor vignette of plants and grasses. This allowed attendees to see firsthand how effectively they blended into their environment.
AstraZeneca
Memory Wall
The AstraZeneca design objective was to create an emotional connection for the attendee in relation to Symbicort and Fasenra, their featured asthma drugs at this show. The personal stories of patients and their families were used to accomplish this. A large video wall displayed family photos that moved around the screen. The attendee could select a floating image to hear personal stories of how Symbicort and Fasenra changed their quality of life and allowed them to maintain and create treasured family memories.