TORCH
OBJECTIVE:
STRENGTHEN ADVOCACY
BUILD EXPERIENCES
THE BRIEF:
PREPARE THE TEAM
A Pharma leader was operating under a new business model with many product launches and increasing industry competition and pressure. While commercially they were strong as ever, they recognised they needed to reassure their senior leadership team of this and give them the skills and capabilities they needed to grow in 2025. Fast.
THE INSIGHT:
Traditional leadership events wouldn’t cut it here. With so much to learn, the events needed to be as innovative as the leaders themselves. They couldn’t simply sit and be told what to do. It needed to be bespoke, curated, experiential.
THE STRATEGY:
The events created environments and situations where these new ways of leadership became unavoidable. Every touchpoint created immersive, memorable moments that made learning stick. And more than that, learning that people looked forward to
MY ROLE : STRATEGY | CREATIVE | BRANDING | LEADERSHIP | PRODUCTION
4 events. 4 US cities. 4 narratives. 4 brands. 1 community. To ensure each event was focussed and specific, we gave each its own identity. An identity that was based on where it was held, what they would be learning, the content, and sentiment of the expedition. While each event had its own creative execution and theme, they all laddered back to the hero TORCH brand and iconography.
Interaction with each expedition started way before delegates even set foot on a plane - being sent branded comms outlining what they can expect - and continued all the way through to personalised agendas, hotel signage, themed meals and post-event comms.
Every moment was designed to further strengthen their strong community and realign as a united team with one goal. Such as one engagement activation where our guests were challenged to write a film explaining what their function does to other team members. We then turned these 9 scripts into fully AI developed animated shorts in 24 hours, leading an international multi-functional team of creators, editors and designers. These films were premiered the following day to the entire cohort, deepening their understanding for what each person brings to the table.