How we made a Black-mirror style adventure for eye doctors.

Eye doctors have been treating specific retinal diseases (nAMD and DME) in the same way for 15 years. Although this treatment approach represented a breakthrough when it was launched, scientific understanding had moved on...

Pharmaceutical company - Roche - wanted to educate them about the latest thinking. But doctors are bombarded with dense 100-page PowerPoints and self-guided webinars. We needed a way of getting their attention.

Inspired by the interactive narrative style of Black Mirror: Bandersnatch, we developed a multi-arc adventure tailored to eye doctors. This engaging experience offered them a dynamic way to explore the latest research and treatment methods, making learning both effective and entertaining. The user had the experience of being shrunk down and injected into an eyeball (!) to then see the disease and treatment close up.

Initially, our project aimed to deliver a fully immersive 3D experience at global industry events. However, with the onset of the COVID-19 pandemic and the resulting restrictions on in-person gatherings, we needed to pivot. Concerns over shared equipment and the shift towards virtual interactions led us to explore new avenues.

I was involved in the original pitch, and scoping out the feasibility of an interactive multi-arc narrative. Then, once production had begun and assigned to one of my team I provided department oversight, production cover, client/partner engagement and issue resolution.

For a detailed case study and more information about this project, please visit the BBH website.

Production: BBH Internal, Unit9