The launch of Brintellix
A revolutionary drug in the treatment of depression
At the XXII° National Congress S.O.P.S.I. in February 2018, the pharmaceutical company Lundbeck presented in Italy its revolutionary drug for the treatment of depression.
The company wanted to use a language outside of the traditional schemes of pharmaceutical communication, to give an innovative character to the drug’s presentation. The reason why it turned to the XCube3D team was to create an absolutely innovative creative project… a challenge we accepted with great enthusiasm.
Depression: a true abyss
More than ever, designing the opening performance, emotions had to be at the forfront of the immersive storytelling we wanted to propose. In order to fully understand how to make real the sensation caused by this condition, we meticulously studied the emotional perceptions of the patients, also inspired by the words of the eminent Professor Alberto Siracusano, a leading figure in drug-related research, and his book: “Rising to the surface: knowing and dealing with depression” Neuroscience tells us that those who listen to a story, but even more who watch it, will experience the same emotions as the protagonist.
Storytelling
We devised a real journey within the emotions that the patient experiences due to depression, creating an interaction between arial performative arts and digital visual arts, thanks to spatial augmented reality Aerial dance with fabric was just the right solution to convey this, on the one hand, the fragility of the person suffering from depression, metaphorically hanging by a thread a step away from the abyss, and on the other hand, the dogged strength of wanting to rise from that black hole to find life again.
The metaphore of drowning, tells about the most critical stage of depression, and it is only thanks to Brintellix, symbolically represented by the Lundbeck’s logo, that our performer regains the strength to get back up and slowly resume the climb up the tighrope of life.
The performance ends with a hymn of hope, quoting a sentence from Prof. Alberto Siracusano’s book: “In order to rise to the surface one must learn to hold one’s breath, to return to breathing.”
Client Creo srl for Lundbeck Italia spa
Year 2018
Event Launch of the new drug Brintellix of Lundbeck
Skills Videomapping on Tulle Hologrey | Motion Graphics | Hologram Design | Light & Sound Design | Editing | VFX | Elementi di acrobatica aerea | Dance and Performing arts | Creative copy | Direction
Location SOPSI National Psychopathology Conference
