In a world where wellness marketing usually means stock photos of salads and smiles, Centrum and Horizontal FCB Dubai have given people something radically different – a world-first experiential installation that transforms invisible health data into living, breathing art.

1.5 billion people worldwide suffer from vitamin deficiency. According to UAE University and the Dubai Health Authority, over 90% of UAE residents suffer from vitamin deficiencies, many of which go unnoticed. Yet for most, vitamins remain invisible – and a deep misconception in the Middle East makes people associate pills with illness, not wellness.

So the activation transformed Kite Beach (Dubai’s largest beach) into a digital exhibition where science met sensorial storytelling. Visitors didn’t just learn about vitamins: they saw them. If you can feel wellness, not just read about it, you start caring differently.

At the heart of the experience was a fusion of biometric science and optical innovation. Using custom optical lenses and polarized light, Centrum captured microscopic images of real vitamins at a scale measured in microns, the equivalent of one thousandth of a millimetre. These images, known as photomicrographs, revealed vibrant and colourful patterns invisible to the human eye. What is usually confined to laboratories was elevated into large-scale digital artworks.

“Vitamin See proved that traditional media like print is still deeply relevant when creativity, data, and innovation come together. When print takes on a role beyond ink and paper, it can still surprise, educate, and move people,” noted Alex Pineda, chief creative officer, Horizon FCB Dubai.

To display the visuals, the agency built a wellness gallery, set up within a two-hundred square-metre dome. Each visitor began with a five-second, non-invasive skin spectrophotometry scan, that analysed their vitamin and mineral levels across 20+ key elements, including calcium, magnesium, zinc, iron, and vitamins A through E. The results were instantly stored on a smart NFC wristband, acting as a key to unlock the installation.

As visitors moved through the space, their wristbands were scanned at seven towering monoliths, each representing a different vitamin. The structures responded in real time through reactive light, motion, and sound, translating individual deficiencies and balances into a dynamic, sensory experience. Clinical data became colour. Numbers became movement. Health became something you could feel.

“At Centrum, our goal was to transform health from something you measure into something you experience,” stated Murtaza Mahfooz, regional marketing director for the Gulf & Near East at Haleon. “Vitamin See brings that to life — turning invisible vitamin data into a story of wellness you can see, feel, and act on.”

At the end of the journey, visitors received a comprehensive digital wellness report detailing their vitamin and mineral levels, along with personalised insights and lifestyle recommendations. Each report was paired with a unique discount correlating directly to their vitamin deficiencies, turning the activation into a commerce experience.

Credits:
Agency: Horizon FCB Dubai
Mazen Jawad: CEO
Reham Mufleh: Managing Director
Alex Pineda: Chief Creative Officer
Munther Al Sheyyab: Head of Strategy
Farouk Haber: Group Account Director
Mohamed Bareche: Executive Creative Director
Lyle Xavier. Moataz Safar, Marcos Becker & Antonio Cué: Associate Creative Directors
Eyleen Carolina Camargo, George Zamroud & Bassam Hebab: Senior Art Directors
Ahmed Samir: Copywriter
Osburne Tavares: Designer
Essam Hawas: Motion Designer
Mohamed Hesham: Head of Production
Alaa Hayek: Account Manager
Muhammad Abid Senior Graphic Designer
Muhammad Nouman: Graphic Designer Finaliser
Rose Jimenez: Traffic Manager
Yara Kobeissi: Client Service

Production: Maze of Tales
Carla Kamel: Co-Founder and World-Building Architect
Karim Khneisser: Experience Designer
Dmytro Astafiev Astafiev: Design Generative Artist
Dmytro Kotelenets: Full Dome Creative Producer
Igor Kormilitsin: Full Dome Managing Partner & Commercial Director

Media Agency: Publicis Media
Alina Sukhar: Associate Media Director
Aniket Saha: Senior Manager Media
Amal Salha: VML MENA Account Executive
Sherif Samy: Videographer