Capturing attention in the blink of an eye

Outcome

The booth experience we codesigned with The Taylor Group — Telios’ Eyegate 2024 — entertained and informed, grabbing attention while establishing a new standard of creative excellence.

• High engagement and buzz: The 11×13-foot circular portal displaying a visually stunning DED mechanism of action (MOA) animation became a viral selfie hotspot, driving significant booth traffic and social media buzz.
• Audience education: The immersive 3D & 2D animations and interactive iPad presentations effectively conveyed complex scientific concepts, earning praise from ophthalmologists for their clarity and engagement.
• Business impact: The exhibit achieved Telios’ objective of raising awareness and positioning them as an innovative leader in developing novel, targeted therapies for ophthalmology diseases.

Approach and Solution

To meet Telios’ ambitious goals, The Taylor Group and Cognition codesigned a solution that excelled beyond the typical booth experience. The focal point of the booth was an 11-foot-tall, 13-foot-wide circular portal with double-sided LED walls. One side showcased a bespoke 4.5-minute 3D high-definition MOA animation, illustrating the complex biological processes behind TL-925 with scientific precision and artistic flair. The other side highlighted Telios’ Clinical Development Pipeline (CDP) and clinical trial data, reinforcing their credibility and vision.

The Taylor Group’s design approach to the booth embraced the client’s need for simplicity and sophistication, using clean geometries, a refined color palette, and organic textures. The exhibit floor, meticulously fabricated with steel frames and CNC-cut millwork panels, provided a pristine, elegant foundation.

We complemented this with compelling, information-rich visual solutions inviting engagements with Telios’ Medical Affairs team, an interactive iPad presentation, and targeted social media strategy to extend the campaign’s reach.

Process

Creating an exhibit that breaks with tradition requires a bold fusion of strategic partnerships, comprehensive planning, clear vision, innovative technology use, industry expertise, and meticulous attention to detail. This combination can translate complex narratives into visually captivating experiences for diverse audiences. 

Step 1: deep scientific immersion
Understanding the science behind TL-925 was paramount. Our team conducted a deep dive into ophthalmic and autoimmune research, ensuring the animations and narratives were accurate and accessible.

Step 2: collaborative ideation
We partnered closely with Telios and The Taylor Group to align on creative vision, strategy, and execution. We refined storyboards, mood boards, and style frames through iterative consultations to balance scientific depth with aesthetic appeal.

Step 3: iterative design and development
The design process was iterative, evolving based on feedback to simplify complex narratives. This involved reworking animations to focus on specific steps of the DED MOA and adjusting visuals for maximum impact.

Step 4: precision fabrication and execution
The Taylor Group’s expertise in fabrication and installation brought Telios’ vision to life. The circular portal’s custom-painted millwork and flush-mounted concentric steel inlays exemplified craftsmanship and attention to detail. Onsite support from both teams ensured a pristine presence.

Step 5: multi-channel integration
We extended the exhibit’s impact through a coordinated social media campaign, leveraging LinkedIn and X to amplify awareness. Thousands of clicks and new followers underscored the campaign’s success. The iPad presentation further engaged attendees, offering an interactive way to explore Telios’ science and products.

Impact

Telios’ Project Eyegate demonstrated the transformative power of innovative 3D design and immersive exhibit experiences. By seamlessly blending scientific storytelling with avant-garde design, we helped Telios achieve a standout debut at ARVO 2024, setting a new benchmark for pharmaceutical exhibits and reinforcing its position as a leader in visionary science innovation.