Novartis Xiidra Exhibit Presence

For the launch of Xiidra, Novartis sought a bold, immersive exhibit experience that would captivate attendees at major ophthalmology events while illustrating the patient journey of chronic dry eye. I developed the core creative concept: a sensory-rich "before and after" experience featuring a harsh desert to represent pre-treatment discomfort, and a lush rainforest to evoke the relief Xiidra provides.

I led the full creative and communications strategy, designing experiential elements that transformed the booth into a fully realized environment. The desert featured heat lamps, dry-air fans, and animatronic lizards, while the rainforest showcased a massive central tree, jungle sounds, animatronic parrots, and a towering LED wall that continued overhead, dfisplaying the rainforest canopy that changed along with the local time of day. The highlight was a dramatic waterfall moment—complete with mist effects, deep subwoofer rumble, and tactile floor vibration—creating a visceral, unforgettable experience.

The exhibit not only drew significant attention on the floor but also earned multiple awards for tradeshow innovation and left a lasting impression on both attendees and stakeholders.