Pathways of Pursuit was a transformative one-night event experience designed to immerse attendees in the mission of the nonprofit cancer organization Fred Hutch.
Winslow Studio was awarded this installation after a competitive bid process by the advertising agency Cronin. Our passion for the cause, emotionally authentic artistic approach, and experiential expertise that considered capacity, flow, and safety made us the perfect partner.
Our biggest challenge came from crafting three concise, impactful stories that were scientifically accurate and easily translated into engaging projection-mapped visuals or physical elements. We worked with the client to choose three people as main characters to lead the theme of each corridor – Curiosity, Connection, and Courage. We eventually referred to the corridors as a 'pathway,' as each one shared our main character's personal experiences and allowed guests to physically walk with them on their journey through cancer research, care, and treatment.
This immersive artistic experience, rich with a robust soundscape and compelling visual engagement, left a lasting impression on each attendee, igniting a collective commitment to a future where cancer's impact will be minimized due to their unwavering support.
Pathways
CURIOSITY
CONNECTION
COURAGE
“In crafting Pathways of Pursuit, we aimed to present a narrative within the experience that would give an equal balance between the complexities of the science and the emotion that resonates with every person whose life has been touched by cancer. ”
— Craig Winslow, Director
Process
PRE-VISUALIZATION
With the majority of our projects, we focus on 3D pre-visualization early within our process to allow our partners to virtually experience the completed installation before production. This supports an incredibly smooth transition going into building with our fabrication partners.
MIRRORS
We designed and incorporated two-way mirrors at multiple points in each pathway that served as reflective and observational moments of contemplation. This interconnectedness and transparency between the paths highlighted the collaborative ethos of Fred Hutch.
SOUND & FLOW
Our sound design enhanced the emotional experience, as each pathway immersed guests in a distinct instrumental ambient soundscape. Eventually, these sounds converge into one harmonious symphony when you enter the Reason Room, echoing the combined stories and collaborative culture at Fred Hutch that transforms possibilities into realities.
We crafted a narrative that was cyclical with two goals in mind; First, to maximize flow for the anticipated 500 guests. Second, to encourage guests to experience all three pathways by allowing them to repeat the experience. This flow was also reflected in the physical build, which was designed to have guests exit back at the entrance of a new pathway, all guided by docents strategically placed throughout the experience.
SEAMLESSNESS
We regularly use cutting-edge technology, but only as it enhances the narrative. We believe having a clear intention behind our technical approach will elevate the overall experience. We achieved this in many ways with Pathways by opting for black ultra-short throw projectors that would blend in with their surroundings and never cast shadows.
DETAILS
Small details have a big impact on the cohesion of a project. We designed several on Pathways — Projected text captions accompanied the voice-over audio with inclusivity in mind. Wooden and vinyl canvases, which contained all projection-mapped narrative moments. Subtly moving video portraits introduced each narrator. Branding that was rooted in the identity of the client.
CREDITS
PROJECT
Pathways of Pursuit
CLIENT
Fred Hutchinson Cancer Center
YEAR
2023
STUDIO
Director — Craig Winslow
Creative Strategy, Photography — Jessica Winslow
CREDITS
Agency — Cronin
Producer — Andy McMillan, Regular Events
Fabrication Partner — Figure Plant
Sound Design — Ethan Rose, Parallel Studio
Audio & LED Programming — Nathan Jenkins
Sizzle Reel Director — Devin Tao, No Sunrise Wasted
Sizzle Reel DP — Ryan Claypool
Sizzle Reel Editor — Nick Sanders
Additional Event Support — Encore Global, Quest Events
Location — Sheraton Grand Seattle
SPECIAL THANKS
Projection Partner — Epson America