Exhibit Design ATS 2025 Pre-launch

In 2025 the American Thoracic Society opened it's doors with a 100x100 foot space directly at the entrance to the show hall with a pre-drug launch exhibit like no other. They story was patient driven and aspirational; teasing a new treatment plan, the first of it's kind in over a decade to bridge the gap between years of patient's unmet needs. This "gap" and the story of the patient, and bridging that timeframe, became the key focal point in driving home a visual metaphor within an experiential space.

Larger than life, hopeful, optimistic and built on the steadfast years of scientific research; the space commanded presence. It would not be ignored, and visitors world-wide took notice. Our task on the design team was to bring this very "hope" to life; to tease a drug that had no name, no brand and no campaign, but evoked something so much more.

The result: A successful primer for the next year creating discussion, interest and early adoption into a new treatment that would change the industry.