Pav Rao


BMS/Pfizer Alliance

The above piece was for a pharmaceutical client who had a stand at 2013's ESC (European Society of Cardiology) Congress, regarded as the world’s premier conference specialising in the science, management and prevention of cardiovascular disease.

The brief was to have posters along a walkway to advertise the stand. The problem with this was that getting people's attention when they're busily trying to get around was going to be tricky.

I thought a better idea was to use live illustration. This led to four artists creating a 60m-long illustration, live over the course of the four-day event.