Hallway of Radiology

An immersive activation for Dell Technologies World 2025 conference in Las Vegas

Hallway of Radiology Teaser

The video played outside of the activation.

Dell was so impressed with the teaser, they thought it was one of their own.

My Role In This Project - Assistant Creative Director

As Assistant Creative Director, I led the research, strategy, and creative direction, ensuring the project was both insight-driven and visually compelling. I conducted in-depth research on AI in healthcare and audience engagement trends, using these insights to shape the concept and execution. Collaborating with designers and technologists, I helped develop the visual storytelling, interactive elements, and projection-mapped experience. Additionally, I managed team logistics, scheduling, and budgeting, optimizing resources to deliver a high-impact activation while reducing projected costs by 68%. My role also included producing a 30-second teaser and real-life demo, refining the narrative to effectively communicate our vision to Dell executives.

Background

Texas Immersive partnered with Dell Technologies as a real-world client, where their experiential marketing team challenged us to develop an immersive activation for Dell Technologies World 2025 in Las Vegas. Competing against real agencies, our class split into three teams to pitch our concepts, with the winning activation being judged by the Dell team and considered for full-scale production at the conference.

Project Overview

Title of Experience - Hallway of Radiology

Brief Description

The Hallway of Radiology is a gamified experience where participants take a walk in the shoes of radiologists. Planned for Dell Technologies World 2025, the experience showcases the story of real medical professionals at Northwestern Medical Center. Participants will practice diagnosing patients with and without ARIES, the AI tool Northwestern uses.

This experience will show attendees what can be done with the help of AI. By competing for higher scores and better times, the “radiologists-in-training” will come to understand how ARIES elevates quality and consistency of care.

Objective

Goals:

Mission

Bring the story of Northwestern Medical Center to Dell Technologies World 2025, showcasing Dell technology in innovative ways.

Vision

By placing participants in the shoes of Northwestern Radiologists, they will gain first-hand experience of the good ARIES is capable of.

Setting

The experience will take place at The Attendee Village during the Dell Technologies World event, which will be at The Venetian Hotel in Las Vegas.

Key Messages (primary messages to convey)

Hallway of Radiology will convey the benefits of AI in Radiology by highlighting the save time and higher accuracy rates when used. ARIES elevates quality and consistency of care, and our experience will emphasize this.

Target Audience

Audience Demographics (age, gender, interests)

Our Audience Demographic is attendees of Dell World 2025. The attendees will likely consist of Tech professionals and Data management professionals located predominantly in North America. They will have an interest in how specific technologies work and their business applications. Some of the attendees will be more business oriented while others will have deep knowledge of AI and other technological tools.

Audience Insights (what motivates them, their needs)

Our attendees will be motivated to socialize and network with the people around them, as well as to demo new products and technologies. They will need an experience that is engaging and worth sharing online or with others in person (perhaps as a conversation starter). They won’t have an extended amount of time to spend at the installation as there are talks to listen to and other activities to interact with. The experience needs to be bite-sized but also stand out from everything else they see.

Theme and Story

Theme

The theme of our experience is cooperation, with a little bit of healthy competition. We want users to understand that AI is not “against” them, but rather a tool to facilitate higher scores against their peers. User input is still necessary and thematically we want to highlight the good Radiologists can do with the help of AI.

Narrative

Our attendees will become “radiologists-in-training” when they enter the hallway, learning the story of Northwestern Medical while they adorn lab coats. After training advice from our Radiologists, the trainees will move to their respective machines where they will learn to identify different ailments. The trainees will then test their knowledge by diagnosing real scans that are projected onto their arms or the model brain. After their first test, our trainees will play another round with the help of ARIES. ARIES will highlight potential indicators of a certain diagnosis and eliminate an incorrect choice. The radiologists-in-training will then be ranked on time and accuracy, with and without ARIES. May the best trainee win!

Characters

In-Resident Radiologists: Our In-Resident Radiologists will guide guests through the experience and assist with any questions or needs they may have. The Radiologists will also provide a look into the Northwestern Medical story, directing attendees to the screens with more information. At the end of the experience, our In-Resident Radiologists will assist in memory-making by taking photos of guests when asked and resetting the experience for the next round of attendees.

Radiologists-in-training: Our attendees will become radiologists-in-training when they put on the lab coat, ready to test their skills. They will diagnose scans presented to them (Oh No! It's the MCAT all over again!) on a timed test and then diagnose a different set of scans with the help of ARIES.

ARIES: ARIES is our AI tool to help our trainees identify the correct diagnoses.