QuidelOrtho – Virtual Laboratory Experience
Client: QuidelOrtho
Agency: Viital
Role: Creative & Technical Lead
Formats: Interactive 3D Web Experience, Augmented Reality, Virtual Reality
How do you bring invisible medical innovation to life through digital interaction and immersive storytelling?
QuidelOrtho needed a compelling way to showcase its laboratory automation technology to clients around the world. The challenge was not only to communicate complex systems clearly, but to do so in a way that would stand out in a competitive, innovation-focused market.
They required a scalable experience that could work across web, mobile and immersive platforms. It needed to capture attention at international medical events while also supporting remote product engagement.
My Role I led the concept, design and execution of the entire experience, merging real-time 3D, CGI and immersive platforms into a unified product showcase.
This involved developing the spatial narrative, designing the 3D environments, building interaction models and directing all visual output across web, AR and VR. I also managed technical deployment at key events, ensuring smooth delivery and presentation.
The experience was built as a fully navigable digital laboratory. Users could explore the space, interact with individual instruments and learn how automation enhances efficiency through embedded cues and storytelling.
To support mobile users, an Augmented Reality feature allowed QuidelOrtho’s instruments to be placed within real-world environments, enabling clients to assess scale and layout in context.
The full experience was designed to be consistent across platforms, delivering clarity, performance and presence whether viewed on desktop, mobile or headset.
The QuidelOrtho Virtual Laboratory became a core tool in the company’s sales and marketing strategy.
It was successfully launched at major global events, including a showcase in Rome where I worked directly with the development team to install and present the VR experience.
The project helped redefine how the company communicates complex technical solutions, shifting from static materials to interactive content that makes innovation tangible, engaging and easier to understand.
The experience featured a fully interactive 3D laboratory in the browser, spatial AR product placement on mobile and a VR version optimised for live events. All visual elements were modular and optimised for scalability, localisation and ongoing product updates.
Why it matters.
By combining 3D, AR and VR into a single ecosystem, the Virtual Laboratory offered a new way to engage with medical technology.
It provided clients with a hands-on experience of automation tools that are otherwise difficult to visualise, turning complexity into clarity through design and immersion.
