The campaign reframed 90+ genetic reports into relatable, everyday concepts, positioning DNA as a user-friendly instruction manual, translating complex health and ancestry data into accessible, meaningful insights for a broader audience.
The challenge was translating complex genetic data into a physical, room-based experience that felt intuitive and engaging, while balancing education with play, and ensuring each space remained distinct yet connected within a cohesive narrative.
I translated abstract genetic data into a spatial narrative, shaping each room as a distinct expression of a gene while keeping a cohesive storyline, and layering in visually striking, shareable moments that naturally encouraged organic virality.
These priorities shaped the spaces into bold, clearly defined vignettes, where each room delivered a single, legible idea through immersive design, layered information, and visually striking moments that encouraged intuitive flow and shareability.
These themes became focused vignettes, translating each genetic marker into a sensory experience—sleep through movement, digestion through material shifts, and muscle composition through interaction—making every gene tangible, intuitive, and shareable.
People moved through the experience as both participants and observers, engaging with interactive rooms that transformed genetic insights into visual experiences. Immersive environments encouraged exploration, reflection, and sharing, turning personal discovery into a collective journey.
The experience felt personal and revealing, like stepping inside your own body and uncovering hidden layers of yourself. It balanced curiosity with clarity, creating moments that were playful yet introspective, leaving guests feeling informed, surprised, and more connected to their everyday behaviors.
The experience translated complex science into a clear, engaging narrative, increasing awareness of 23andMe’s reports while driving strong social visibility, deeper audience connection, and positioning the brand as accessible and insight driven, supported by strong press coverage that amplified reach and credibility.
