The Global Narrative: Recreating the Professional Pulse

ROCHE THE BLUE CREW

01. PROBLEM STATEMENT

For the millions navigating professional careers while managing a chronic condition, the office is often a place of hidden stress and clinical friction. To launch the Accu-Chek SmartGuide—Roche’s first CGM—the mission was to solve a high-stakes problem: How do you make diabetes management feel like a seamless part of a high-performance career rather than a medical distraction? The goal was to take the conversation out of the clinic and directly into the workspace.

02. STRATEGY

We challenged the status quo with a singular vision: Managing Diabetes at the Workspace. Our strategy was to move beyond "patient" identity and toward professional empowerment. By utilizing Mixed Reality, we integrated "The Blue Crew" 3D characters into real-world office environments. We transformed the SmartGuide from a medical device into a professional asset that provides the Power to Predict and the Freedom to Live between meetings, deadlines, and daily stress.

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03. EXECUTION

We engineered a high-fidelity Mixed Reality ecosystem where digital support met physical reality across TikTok, Meta, and YouTube.

Main Film: A flagship 3D production featuring the full crew in diverse office situations, where each character described their specialty for managing diabetes during the workday.

Specialist Series: Five individual films, one for each character, deep-diving into their specific area of expertise—from nutrition to stress management—centered on the Accu-Chek SmartGuide CGM solution.

Static Ecosystems: The campaign extended into high-impact static visuals for monthly content calendars on Facebook and Instagram, keeping the 3D characters top-of-mind for the professional community

Digital Engine: A strategic cross-platform deployment ensuring the "Power to Predict" message reached professionals on their preferred digital channels.

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IMPACT

-Unfiltered Visibility: Successfully redefined the "Diabetes at Work" narrative for millions,shifting the focus from medical limitations to professional mastery.

- High-Fidelity Engagement: The Mixed Reality approach and character-led video seriesshattered traditional healthcare benchmarks on TikTok and Meta

- The Hype Advantage: Established the Accu-Chek SmartGuide as a workplace essential,empowering users to move from the desk to the dinner table with total self-trust and zerocompromise.PORTFOLIO LAYOUT: ROCHE BLUE CREW (2025)

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