Transforming a sales meeting into a shared mission

AstraZeneca challenged us to transform its National Sales Meeting into a fully connected experience that would unite teams, inspire action and bring a shared mission to life.

Find out how we created an immersive journey centered on helping more patients achieve remission.

The Challenge

AstraZeneca wanted its National Sales Meeting to feel different.

With teams preparing for an important new chapter in its lupus treatment journey, the business needed to align attendees around shared priorities, strengthen collaboration and build confidence for the work ahead.

Rather than delivering another traditional sales meeting, AstraZeneca challenged us to create a seamless experience that would connect every touchpoint — from the main stage and workshops to networking events and attendee communications.

The goal was simple: unite teams around one mission and leave attendees feeling informed, inspired and ready to take action.

The Solution

We created ReMission Possible – a fully integrated event experience that brought AstraZeneca’s mission to life through storytelling, learning and immersive design.

The programme was designed and delivered by our in-house creative, film, production, logistics and learning specialists working as one integrated project team from day one.
This allowed us to build a single narrative that flowed seamlessly across every attendee touchpoint, from the opening film and main stage experience to workshops, networking events and attendee communications.

Built around the idea of helping more patients achieve remission, the creative platform connected every aspect of the event, ensuring attendees experienced one consistent story throughout.

A Cinematic Event Narrative

To establish the tone, we created an AI-powered opening experience inspired by the world of espionage and mission-based storytelling.

The film introduced attendees to the ReMission Possible narrative through a fast-paced cinematic adventure featuring AstraZeneca leaders reimagined as mission operatives.

Combining AI-generated content with synchronized lighting, lasers, sound and live stagecraft, the experience blurred the line between film and live event.

Highlights included:

• An AI-generated opening film designed specifically for a three-screen environment
• A custom AI character, DORIS, acting as a guide throughout the event
• Integrated lighting, lasers, haze and sound effects that extended the story into the room
• A seamless transition from on-screen narrative to live executive stage entrance

An Immersive Main Stage Experience

The general session environment was designed to feel more like a live show than a traditional sales meeting, helping transform strategic content into a more engaging and memorable audience experience.

The experience featured:

• Custom LED stage design
• Bespoke motion graphics and animated content
• Dynamic presenter visuals and themed transitions
• Intelligent lighting and environmental production effects
• Consistent branding and storytelling throughout every session

Learning Designed As An Experience

Training represented a significant part of the programme, so it needed to feel like a continuation of the story rather than a separate activity.

Working closely with AstraZeneca stakeholders, specialists in our sister agency Nazaré developed the Lupus Training Academy – a series of immersive workshops focused on selling excellence, patient access and cross-functional collaboration.

The programme included:

• Six themed workshops
• AI-generated workshop instructors
• Mission-based learning challenges
• Interactive team activities and collaboration exercises
• Digital learning tools integrated into the event app
• Content designed around real-world business priorities

Purposeful Attendee Experiences

Every attendee touchpoint was intentionally designed to support the overall experience and reinforce the sense of shared mission.

From arrival to departure, attendees experienced:

• A branded welcome and registration journey
• Curated hospitality and gifting experiences
• Themed networking and dining events
• Interactive entertainment and celebration moments
• Consistent event branding across physical and digital touchpoints

By bringing creative, film, production, logistics and learning specialists together from the outset, we delivered a seamless experience where every detail worked towards the same objective.

The Value Created

Stronger Connection

One of AstraZeneca’s key objectives was to strengthen alignment across teams and create a stronger sense of shared purpose.

• 89% left with a clear understanding of priorities and what success looks like
• 92% felt more connected to the wider team and the ReMission Possible mission

Attendees repeatedly highlighted the value of connecting with colleagues and cross-functional partners:

“The most positive thing I got from the NSM were the connections with the broader national team.”

“Our leaders and cross-functional teams all appeared to be on one accord after this meeting.”

Creating Energy And Motivation

By combining immersive storytelling, patient-centered content and experiential learning, the event created momentum around the mission ahead.

• 91% felt motivated and confident to apply their learning
• 98% rated the general session content and speakers highly

“This was an incredible meeting. The best NSM I’ve ever been to. Great energy from our leaders, valuable workshops, clear expectations and the opening video was EPIC.”

“I felt empowered to do more after leaving the NSM.”

“The patient panel really made me feel a sense of urgency about the work we do.”

Making People Feel Valued

From the arrival experience to the closing celebration, every detail was designed to make attendees feel appreciated.

• 98% satisfaction with the arrival, registration and mobile app experience
• 96% satisfaction with evening events and entertainment

“The best NSM I’ve been to in a very long time. Everything was amazing.”

“The experience felt elevated.”

“The thoughtful gifts and experiences made us feel truly valued.”

“Thank you for an outstanding meeting.”

By combining strategic alignment, immersive storytelling and exceptional experience design, ReMission Possible transformed a National Sales Meeting into a shared mission that people genuinely wanted to be part of.