From the beginning, I worked on defining the type of experience we wanted to create: one that could translate abstract clinical information into something visceral and easy to grasp. We shaped the narrative around a single idea: visualizing how the human body reacts when albuminuria occurs, how the kidneys filter, how the heart is affected, and how early screening could prevent risk.

The context of the congress guided every decision. With limited attention time, the experience needed to attract users instantly—so we integrated body tracking. As soon as someone walked in front of the camera, their body was recognized, and a “magic mirror” avatar appeared, revealing an inside-out view of the organs and processes at play. No onboarding, no menus, no delays—just immediate interaction.