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Lite-BiTE was a bold and unexpected interactive traffic builder created for Amgen, the world’s largest independent biotechnology company.
Lite-BiTE is a play on the children’s toy, Lite Brite, but at a monumental scale and includes a giant moving T cell interactions with a cancer cell. We created it to showcase an investigational technology, BiTE (Bispecific T cell Engager) and educate and elevate conference delegates’ understanding of Amgen’s groundbreaking technology. The T cell and malignant cell are connected to an automated computer-programmed pulley system that gives the visual illusion of the cells moving through the bloodstream. Convention delegates were invited to initiate the process by placing a BiTE molecule peg into one of three receptors on the static malignant cell. Once the connection was made, a signal was sent to a roaming T cell, which began the engagement with the malignant cell by binding to the BiTE molecule. The ensuing visual experience depicted-using light-the creation of the synapse and the release of the perforins and granzymes. Perforins and granzymes transferred visually (again using light) from the T cell into the malignant cell.
Lite-BiTE was originally created to appear at ASH (American Society of Hematology) 2014 but will be traveling to other annual meetings and expositions that Amgen attends.