Client: ASCO via GREY New York | Company: whiteGREY
A scientific breakthrough that has captured the sound of cancer cells being destroyed.
Background
Every day in the US 5,250 people hear the words ‘you have cancer.’ Scientific studies have shown that the diagnosis itself can lead to clinical stress and weaken the body’s immune response and ability to fight back. GREY New York worked with the world's top medical institution to launch a scientifically validated research study to see if the sound of cancer cells being destroyed could be captured.
Brief
GREY New York working with American Society of Clinical Oncology (ASCO) approached whiteGREY to create a digital experience that would bring this groundbreaking idea to life, providing patients with a unique perspective on their battle against cancer.
Approach
Operating across two time zones, we established a rapid work cadence, conducting frequent check-ins and workshops to keep the project moving forward. While New York slept, we tirelessly workshopped wireframes and conceptual designs, ensuring progress at every stage. With key design aspects approved in days, I focused on refining the experience, adding motion to cell graphics, animating lottie interactions, and collaborating closely with the development team.
An immersive microsite that transports users to a place of contemplation.
The sounds were paired with stories from people with lived experiences and an AI-generated abstract manifestation of a cancer cell.
The Most Beautiful Sound is an open-sourced sound therapy that is being used by hospitals, universities, and caregivers to empower patients in their fight against cancer. Patients and anyone impacted by cancer can visit the site and hear the sounds of cancer cells dying.
