Rome, Florence, Mexico City | 2016

CUBE OF LIGHT

An immersive experience that turned clinical facts into emotional impact,
inspiring doctors to care, connect, and act.

Overview


Heart failure remains one of the world’s leading causes of death. Yet after decades of little progress,
Novartis brought real hope. To launch Entresto, we needed to move beyond data to emotionally connect healthcare professionals
with the urgency and potential of this innovation — without relying solely on charts and statistics.

Idea


Meet The Cube of Light — a glowing, tech-filled metaphor for life itself.
As each section opened, the heartbeat grew stronger — powered by real patient stories and interactive moments
that linked data with human impact. It wasn’t about selling medicine. It was about reminding HCPs of what’s truly at stake.

Experience


The Cube invited participants into a tactile, immersive environment filled with light, sound, and story.
Each visitor’s journey was personalized and trackable — without using sensitive data — revealing which stories
resonated most, and what information truly stuck. The result? A deeper connection, a stronger memory,
and a more human approach to a life-saving innovation.