Astellas Lexiscan Challenge Augmented Reality Experience

Launched in 2022, this project is a web-based augmented reality experience accessible via smartphone, with no app download required.

I led the creative concepting, introducing a game-like interaction to communicate the attributes of Lexiscan in an engaging and memorable way. The experience was designed to simplify a complex message while increasing brand visibility through participation.

In collaboration with the UX team, I helped shape the user-experience flow and interface, and guided the development of the 3D item assets within the AR environment.

The experience challenges users to remove items required for competitor products but not for Lexiscan. Through this repeated “decluttering” interaction across multiple categories, HCPs gain a clear understanding of the simplicity and ease of administering Lexiscan.

I also developed presentation materials to help internal reviewer teams understand the concept, functionality, and value of this innovative AR approach.

Client: Astellas