When global pharmaceutical company, Lundbeck, challenged Scriberia to create a brand new visual experience for their 2015 conference, Scriberia pulled out all the stops. Blending their skill as illustrators and animators, with cutting digital technologies, they developed a new technique for ‘live animation’ – and brought a genuine innovation in the live event market.
Looking ahead to their annual conference, to be held in Copenhagen in March, the Lundbeck team had ambitions of delivering a better, more innovative event than ever.
‘Every year we try to do something new; every year we aim to push things further and deliver a higher and higher quality experience. But this year that was particularly important,’ says Martin Jensen, Lundbeck’s head of global congress and event management.
2015 was Lundbeck’s centenary year, and the conference would not only celebrate the successes of the last century, but look ahead to the next. Lundbeck were launching The Century of the Mind: the organisation’s commitment to neuroscientific advancement over the next 100 years, for the benefit of patients worldwide.
‘When we started to plan the event, we felt strongly that it should reflect our forward-thinking as a company, and our position at the cutting edge of what we do,’ says Martin. ‘The communication throughout needed to be consistent, coherent, and relevant in the digital age.
‘A colleague recommended Scriberia to me, having seen their work at a conference in Rome,’ says Martin. ‘The option of having the event scribed digitally fitted perfectly with our brief. But, it was important that the visual aspect of the conference didn’t feel like an add-on, or a gimmick. It had to be integral to the whole event, and that’s where Scriberia really impressed us.
‘From our first conversation, we were reassured that Scriberia understood what we wanted: a consistency in our visuals, that would carry through the entire conference, bringing coherence to the event as a whole. We were keen to push Scriberia to the very limits of what they thought was possible, on a technical level, to achieve something truly ground-breaking. They responded with enthusiasm and an innovative solution that hit the brief.’
By involving Scriberia at the planning stage, Lundbeck ensured they would get the best possible value from the team. Scriberia were able to tailor their services, and become an integral part of the event’s planning and execution.
Scriberia’s proposal consisted of several bespoke elements: a short animation, produced in advance, to introduce delegates to the event and its concept; live digital scribing capturing content over the three-day event, to project onto a vast screen in the main event space; and lastly, a world first (as far as we know), to create a live animation from the digitally scribed content.
So what is ‘live animation’? Scriberia’s creative director, Chris Wilson, explains: ‘Lundbeck gave us the opportunity to push ourselves to our technical limits and the work we produced for them in Copenhagen respresents a genuine innovation in the live event sphere – we’re really proud of that.
‘We had one of our animators working alongside our scribes throughout; animating the digitally scribed content as it came in. The result was a fantastic animated summary of the whole conference – shown on a 35m-long panoramic screen – created in time for the closing session.’
The project’s success relied on great communication between Scriberia, Lundbeck, partners and stakeholders.
‘Despite the geographical distance between us, we formed a strong relationship with Scriberia’s London team in the lead up to the event,’ says Martin Jensen. ‘They understood what we wanted to achieve, why it was important to achieve it, and they worked hard to find a way to make it happen. Seeing the animated scribe playing on screen as the conference closed, just exactly as I’d imagined it… it was a great moment.
In addition, Scriberia worked with existing branding concepts and colour palettes, to create a seamless experience across all branded elements of the event.
Chris Wilson adds: ‘We overcame all of the technical obstacles that stood in the way, and having achieved that, “live animation” is now a service that we can offer with confidence to our other clients.
‘Not only did it look great, but it offered phenomenal value for money, too. The animation process is normally a slow and expensive one, so to end an event with an animated asset ready to share with delegates in the room, and across all platforms is a huge benefit.’
Moreover, every aspect of Scriberia’s contribution has proved valuable to Lundbeck in the weeks and months following the event. ‘Already, it’s clear the work has a valuable afterlife,’ says Martin Jensen. ‘The introductory video has become a part of Lundbeck’s 100th birthday celebrations, and has been shared widely with our affiliates. The digitally scribed and animated elements are a great and easily shared document of a landmark event in Lundbeck’s history.’