Amgen is the world’s leading biotech company. The ask was to create four custom booth experiences for four product brands, focusing on patient journeys. The goal was to guide 2,000 sales agents through each experience to create empathy and inspire to educate health care professionals.

Initially, I took creative lead and participated in all client meetings to present initial ideation concepts. Once initial approvals were accomplished, it was time to hand-off responsibilities to other art directors to allow me to focus and collaborate with the cardiovascular business unit working with the Repatha brand.

The result was a four-part patient journey incorporating video, static imagery, and words wrapped around organic shaped structures that tie the experience back to the product brand. This booth design was considered the most engaging experience at the conference.