Shire Eyelove Art 360 Campaign
Shire Pharmaceuticals wanted a big launch that would gain strong social traction for their new drug for dry eye disease, Xiidra. The campaign would need to create awareness of the disease and target 18-50 yo women, (the target audience), across digital, social, experiential & earned media.
We came up with a technology that would produce custom 3D animated art based on the unique colors of a person's eyes.
To capture this, we built a customized headset which captured macro photographic images of the primary and secondary colors of the eye. We analyzed these images and extracted data such as shape, colour & density and fed this data through an animation system which ultimately outputted a piece of 3D art animation unique to a particular user.
Along with this technology, we sold in a 3D art installation, a website, social amplification and an earned and paid media plan as well as an influencer & PR plan to promote the campaign.
As the Program Lead, my role involved managing all workstreams including producing each of the workstream scopes, budgets & costs, collaborating with clients & partners to manage all aspects of the installation from creative concepting, UX, design, technical integration and 3D animation design exploration and final output to the physical production of the installation e.g. location scouting, 100ft wall construction & design, fabrication, production of the custom headsets, kiosk stands, customized screens, signage, handouts as well as hardware requirements, digital equipment onsite & technical crew, projection mapping at the activation and onsite staff.
Other creative outputs included a website with an adaptation of the 3D animation, GEO targeted HTML5 banners, chalk art strategically placed around the key installation, wild postings, flyers, handouts, Snapchat GEO filters, social amplification posts etc and the production of two video sizzle reels.
The installation was the biggest workstream in the program and took eight months from initial planning to launch at the High Line, New York which was open to the public in October, 2016.
Post launch, the installation was modified to take on a roadshow around the U.S. at specific pharma events for Shire. We adapted & modified the physical installation so it could be showcased in smaller formats.
I worked with stakeholders both internally and globally regarding the production of these deliverables, led teams on a day-to-day basis and managed project milestones and timings to ensure we launched on schedule for each workstream.
The campaign as a whole took approximately a year in the making with the lead up to the installation and post launch and installation roadshow.
Thousands of consumers participated in the project creating and sharing one of a kind art inspired by their eyes. We had over 480 million impressions and over 11,000 visitors at the Installation on the High Line. The campaign also generated greater awareness of chronic dry eye disease.
Winner, Best Experiential Campaign - Digiday 2017 Awards
Agency: Edelman Digital, New York