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.
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.
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.
