Elekta Unity launch - E.S.T.R.O, Vienna 2017

Concept, art direction & design

Radiotherapy is a valuable treatment option for patients with cancer however it has limitations. The tumour is visualised and located separately before radiotherapy treatment but the tumour can move and change shape. MR/RT allows real-time visualisation and treatment. Our brief was to create a memorable experience to launch the MR/RT device to the world’s leading specialist in radiation oncology.

Using projection mapping, we put on an unforgettable ‘show’. We created a setting where the worlds of technology and science met. The audience saw the components of the MR/RT come to life and come together to destroy cancer right in front of their eyes. Finally, the show concludes with the revelation of the machine in all its glory. A truly memorable experience.

Client: Elekta
Agency: Publicis Life Brands
Projection mapping: Projection Artworks, London
CGI: Finger Industries