In a world where wellness marketing usually means stock photos of salads and smiles, Centrum has pulled off something radically different. The world’s leading multivitamin brand has launched Vitamin See, a world-first experiential installation that transforms invisible health data into living, breathing art. 1.5 billion people worldwide suffer from vitamin deficiency.
Yet for most of us, vitamins remain invisible: A deep misconception makes us associate pills with illness, not wellness.
The activation transformed Kite Beach (Dubai’s largest beach) into an immersive digital exhibition where science met sensorial storytelling. Visitors didn’t just learn about vitamins: they saw them.
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 millimeter. These images, known as ‘photomicrographs’, revealed vibrant and colorful 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” concluded Alex Pineda, Chief Creative Officer, Horizon FCB Dubai.
To display these stunning visuals, we built a wellness gallery, set up within a two-hundred square-meter dome. Each visitor began with a five-second, non-invasive skin spectrophotometry scan, which analyzed 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, they scanned their wristbands 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 color. 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,” said 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.”
Beyond spectacle, there was science with purpose. According to UAE University and the Dubai Health Authority, over 90% of UAE residents suffer from vitamin deficiencies, many of which go unnoticed. Centrum and Haleon saw an opportunity to close that awareness gap by making health literacy more intuitive, engaging, and human.
If you can feel wellness, not just read about it, you start caring differently.
At the end of the journey, visitors received a comprehensive digital wellness report detailing their vitamin and mineral levels, along with personalized 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.
From polarized-light vitamin photomicrography printed like fine art, to data-reactive LED sculptures at the center of the dome, Vitamin See blurred the line between healthcare and installation art. The result was a campaign that repositions Centrum from a product you take to a perspective you adopt.
As wellness becomes the new luxury, Vitamin See is a reminder that brands win when they make people see what’s always been there, especially when what they’re selling is invisible.
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
Lyle Xavier – Associate Creative Director
Moataz Safar – Associate Creative Director
Eyleen Carolina Camargo – Senior Art Director
Mohamed Hesham – Head of Production
Alaa Hayek – Account Manager
Muhammad Abid – Senior Graphic Designer
Muhammad Nouman – Graphic Designer Finalizer
Rose Jimenez – Traffic Manager
Mohamed Bareche – Executive Creative Director
Marcos Becker – Associate Creative Director
Antonio Cué – Associate Creative Director
George Zamroud – Senior Art Director
Ahmed Samir – Copywriter
Bassam Hebab – Senior Art Director
Osburne Tavares – Designer
Essam Hawas – Motion Designer
Yara Kobeissi – Client Service
Production:
Carla Kamel Maze of Tales Co-Founder and World-Building Architect
Karim Khneisser Maze of Tales Experience Designer
Dmytro Astafiev Astafiev Design Generative Artist
Dmytro Kotelenets Full Dome Creative Producer
Igor Kormilitsin Full Dome Managing Partner and Commercial Director
Alina Sukhar Publicis Media Associate Media Director
Aniket Saha Publicis Media Senior Manager Media
Amal Salha VML MENA Account Executive
Sherif Samy Videographer
