Case study — Exhibition & Live Activation
Emirates Health Pavilion — WHX 2026
A multi-entity healthcare experience bringing together five healthcare organisations under one pavilion. I led content strategy, scripts, interactive experiences, and visitor journeys across multiple technologies and stakeholder groups.
Role: Content Creative Director.
End client
Emirates Health (EH)
Direct client
DXB Live
Event
WHX 2026, Dubai
My role
Content Creative Director
Agency
Sentient by
Elyslan
Scope
5 entities + central hero
20,000+
Visitors engaged
30+
Content deliverables
5
Entities unified
Multiple
Technologies delivered
Five entities, one voice
The pavilion brought five healthcare organisations together under a single narrative, each with its own technologies and stakeholder groups, all speaking with one consistent content voice. The work engaged more than 4,000 visitors across 30+ content deliverables and a range of interactive technologies, and was met with positive client feedback.
A multi-entity healthcare pavilion designed to transform complex healthcare initiatives into engaging public experiences. Bringing together the UAE Integrative Medicine Council (UAE IMC), Ministry of Health and Prevention (MOHAP), Dubai Health Authority (DHA), Department of Health (DOH), and Emirates Drug Establishment (EDE) under one roof, the project required a unified content strategy capable of connecting diverse technologies, audiences, and stakeholder objectives into a single narrative framework.
As Content Creative Director, I led the content architecture across the entire pavilion — developing narrative frameworks, scripting experiences, directing interactive content, and ensuring that five distinct healthcare entities spoke through one cohesive visitor experience.
01 — MOHAP ( Ministry of Health and Prevention )
Interactive Dashboard • Pressure Tiles • Touchscreen Totem • Holotubes
MOHAP's zone combined healthcare data, policy, behavioural science, and medical innovation into a series of interactive experiences designed to inform, engage, and educate visitors.
Experiences
• Enterprise Data Warehouse & Disease Registry
Interactive dashboards and visual storytelling experiences designed to demonstrate how healthcare intelligence supports national decision-making.
• Health Policies & Legislation
Pressure tile experiences encourage visitors to actively engage with healthcare policies through advocacy, participation, and expert dialogue.
• AI Behaviour Insights Platform ( Al Basira)
Interactive assessments focused on obesity, diabetes, cardiovascular health, and behavioural personas.
• Organ Perfusion Technology ( BYAN )
A content-led showcase introducing emerging medical innovations in organ preservation and transplantation.
Content Decision
Focused on participation over presentation, transforming complex healthcare topics into intuitive and interactive experiences.
OUTCOME
Increased engagement and awareness across multiple national healthcare initiatives.
Moodboard & Creative Process
02 — EDE ( Emirates Drug Establishment )
Anamorphic LED • Pressure Tiles • Touchscreen Experience
The Emirates Drug Establishment experience showcased the UAE's vision for pharmaceutical innovation and local manufacturing through a combination of anamorphic content, interactive experiences, and immersive storytelling. The experience highlighted the importance of strengthening national healthcare resilience while supporting future pharmaceutical growth.
EXPERIENCES
CONTENT DECISION
Focused on humanising pharmaceutical innovation by transforming manufacturing, regulation, and policy into engaging stories centred around impact, progress, and national capability.
OUTCOME
OUTCOME
Positioned EDE as a key contributor to the UAE's healthcare ecosystem and pharmaceutical future.
Anamorphic content
Manufacturing showcase
Establishment timeline
Local Manufacturing Support Project
Moodboard & Creative Process
Anamorphic Logo Story Creative Direction Thinking
The anamorphic experience was designed to transform EDE's vision into a simple visual story of innovation, progress, and national healthcare capability. Rather than focusing on regulation, the narrative highlighted EDE's role in enabling future healthcare advancements, using depth, motion, and scale to create a memorable exhibition landmark.
03 — DHA ( Dubai Health Authority )
LED Wall • Touchscreen Experience • Interactive Launch Platform
The Dubai Health Authority experience showcased a series of healthcare initiatives through interactive content and launch-driven storytelling. Visitors explored key programmes and innovations through a combination of videos, touchscreens, and self-guided discovery experiences designed to communicate impact and progress.
EXPERIENCES
CONTENT DECISION
Focused on transforming healthcare announcements into engaging launch moments, making complex initiatives easier to understand and explore.
OUTCOME
Increased awareness of DHA programmes and innovations through clear storytelling and interactive engagement.
Jabr
Digital healthcare accessibility platform
Launch videos
Program Medicine Disaster Dubai
Vessel Health Inspection System
UI designs & Creative Process
Two UI/UX concepts were developed for the interactive experience, both aligned with the client's brand guidelines. Combining innovation with a clean, minimalist approach, the designs focused on intuitive navigation, clarity, and user engagement. Option 01 was selected for its streamlined and user-friendly experience.
04 — DOH ( Department of Health – Abu Dhabi )
LED Wall • Touchscreen Experience
DOH's zone presented future healthcare initiatives through a combination of video content and interactive experiences designed to educate, inform, and inspire visitors.
EXPERIENCES
• Healthcare Video Series
• Interactive Touchscreen Experience
• Future Healthcare Programmes
CONTENT DECISION
Simplified complex healthcare topics into clear and engaging visitor experiences.
OUTCOME
Improved awareness and understanding of future healthcare initiatives and programmes.
UI designs & Creative Process
Two UI/UX concepts were developed for the interactive experience, both aligned with the client's brand guidelines. Combining innovation with a clean, minimalist approach, the designs focused on intuitive navigation, clarity, and user engagement. Option 01 was selected for its streamlined and user-friendly experience.
05 — UAE IMC ( UAE Integrative Medicine Council )
LED + Touchscreen Experience
The UAE Integrative Medicine Council experience introduced visitors to a future-focused perspective on traditional and complementary healthcare. Through a combination of strategic storytelling and intuitive interaction design, the experience positioned integrative medicine as a credible component of a modern healthcare ecosystem.
Experiences
• Strategy Video
• Traditional Healers Experience
• Shifa Summit Experience
• Interactive Touchscreen Journey
Content Decision
Rather than overwhelming visitors with institutional messaging, the content was simplified into a guided exploration experience that prioritised clarity, trust, and accessibility.
Outcome
Positioned integrative medicine as a progressive and evidence-informed healthcare discipline.
Focused on simplicity and accessibility, keeping the content clear and approachable so a complex, often-misunderstood field reads as credible and modern.
Position integrative medicine as credible and future-focused
UI designs & Creative Process
Two UI/UX concepts were developed for the interactive experience, both aligned with the client's brand guidelines. Combining innovation with a clean, minimalist approach, the designs focused on intuitive navigation, clarity, and user engagement. Option 01 was selected for its streamlined and user-friendly experience.
Client Feedback
Working closely with Emirates Health and the EDE team, the project evolved through a highly collaborative process focused on delivering both strategic value and visitor engagement. Dr. Wedad expressed strong appreciation for the creative direction, content approach, and final execution, which successfully communicated EDE's vision through an experience that was informative, innovative, and memorable.
