Pfizer
Beyond efficiency
Beyond
Our client needed to prepare 150 senior marketers for an AI-shaped pharmaceutical future — but not with another training workshop.
They wanted leaders to think boldly. To see that their choices about AI would shape not just operations, but the future of healthcare itself.
So we designed a three-day immersive experience that blended emotional impact with practical action.
Participants didn’t just learn about AI — they lived it through hands-on learning hubs, immersive film installations, time-pressured hackathons, and collaborative breakthroughs.
The human and the machine
Fifteen teams worked in handcrafted yurts to develop real go-to-market strategies for an upcoming drug launch using AI tools.
Along the way, we introduced sudden market shifts that demanded adaptive leadership and psychological safety —showing what happens when human creativity truly merges with AI capability.
In 4.5 hours, teams produced AI-supported marketing strategies that would normally take weeks.
More importantly, leaders shifted from asking, “How do we use AI faster?” to “What kind of pharmaceutical marketing future do we want to create?”
Different possibilities
On the final morning we created a ‘WOW’ moment by transforming a 19th-century Romanesque chapel into an immersive multimedia experience that made abstract AI futures unmistakably real.
Half the audience heard hopeful scenarios through individual headphones; half heard troubling ones. Same visuals. Same space. Completely different human stories depending on implementation.
Participants felt the stakes viscerally. And when we brought both groups together, the room lit up. They weren’t debating hypotheticals — they were confronting the futures their own decisions could create.
