Where Tech Meets Testimony
No More Hippocrites is a provocative multi-channel campaign launched two years after the overturning of Roe v. Wade. The initiative highlights a harrowing reality: medical practitioners forced to break their Hippocratic Oath, effectively turning healers into unwilling hypocrites.
As a creative healthcare partner, Saddington Baynes—alongside our R&D team at Sombra Labs—was tasked with adding a technical layer to the July 2024 launch event. We developed an innovative Augmented Reality (AR) experience that transformed static physical etchings into a dynamic, digital protest, ensuring the campaign's message resonated through interactive technology.
Behind the scenes
Final Results & Impact
The final campaign brought science and emotion together through a unified visual language crafted for healthcare audiences. By blending technical craft with a deeply human message, we helped the agency turn a static oath into a living protest that gained traction across social platforms and earned accolades at international film festivals. We were proud to partner with the agency to bring this vital message to life.
Storytelling with technology
Strategic XR Integration: We transformed the launch event into a digital gallery, using AR to "vandalize" the Hippocratic Oath with hot-pink graffiti, bridging the gap between traditional media and next-gen engagement.
Aesthetic Synergy: Our team managed the creation, composition, and animation of the CG elements, ensuring a flawless visual match with the campaign's existing film and website assets.
Collaborative De-risking: Working in lockstep with the agency, we focused on the visual intricacies to ensure the technical execution was seamless and maintained high-craft consistency across the digital-physical divide.
