Almirall US /
School Picture Day VR

Aqua Pharmaceuticals was being undercut on price by generics and outspent by big pharma brands.  We needed to elevate the brand beyond functional product claims and demonstrate Aqua’s dedication to helping dermatologists help their patients. Through extensive conversations with dermatologists, a core insight emerged: 

Dermatologists attain deep satisfaction from seeing their patients improve physically and emotionally…And it starts from a place of empathy. So we asked ourselves, “What if doctors could experience life with acne the way their patients do?” and created an immersive VR experience where doctors could walk in the shoes of a high school student suffering from serious acne—seeing, hearing and feeling first-hand the challenges their patients face.

School Picture Day premiered March 3rd, 2017 at the American Academy of Dermatology Conference, the largest in the US. Booth attendance grew by 200% compared to 2016. Average length of booth visit expanded from 30 seconds to 5 minutes.