At the ESCRS in Copenhagen, the challenge was to excite ophthalmic experts about the extensive ZEISS IOL portfolio in a short amount of time. Key objectives included increased attention, longer dwell time, and measurable interaction through visitor numbers, average time spent, and a competitive leaderboard.

We delivered an interactive VR application that takes users on a hyperspace jump to seven eye galaxies, visualizes patient profiles, and presents the appropriate intraocular lenses as a playful task. The experience combines real-time 3D, spatial sound, a minimalist HUD, and a leaderboard to measure performance.

The process followed Discover, Prototype, Build, and Launch: high-resolution macro shots were transformed into animated 3D meshes, real-time rendering and spatial sound deepened immersion, and a zero-gravity UI enabled intuitive selection. Close collaboration with Publicis Pixelpark accelerated iterations and usability fine-tuning.

The application attracted hundreds of congress participants, visibly increased attention, and created a competitive spirit among experts through gamification. Due to the measurable response, a rollout to additional trade shows is planned to make the versatility of the ZEISS IOL portfolio experienceable worldwide.