The Closer The Better

We created an interactive out-of-home experience that highlights the impact of proximity in a patient’s recovery. By blending creative technology with human-centered storytelling, we ensured the message remained at the heart, raising awareness and driving donations for Familiehuis Daniel den Hoed.
Made for

Familiehuis Daniel den Hoed

Experience Development: Orb Amsterdam
Creative Agency: NOSUCH
Content Production: Inscape*
DOOH Execution: Ocean Outdoor Nederland

Bringing Proximity to Life

Familiehuis Daniel den Hoed provides temporary homes for relatives of cancer patients, ensuring they can stay close during treatment. Recognizing the power of this connection, NOSUCH envisioned an interactive activation that would make the emotional impact of proximity tangible while also inspiring donations. They turned to us to bring their idea to life.

Making Emotion Interactive

Installed at Westfield Mall of the Netherlands, we created an interactive display where a distant patient stood alone on the screen. As passersby moved closer, the patient took steps toward them, their health visibly improving with each movement. The experience had to feel seamless and deeply human—where technology worked in the background, amplifying the emotional core of the interaction.

Using a depth camera to track movement, the installation dynamically adjusted on-screen visuals in real time. The closer people came, the healthier the patient appeared, making the healing power of presence feel immediate and tangible.

More than just an attention-grabbing experience, it evoked real emotion. An embedded donation call transformed engagement into action, leading to heartfelt contributions for Familiehuis Daniel den Hoed.

Technology That Disappears

We made sure the innovation remained behind the scenes, letting the emotional core shine through. The balance of technical precision, creative execution, and human connection defined the success of this activation.

By transforming a public space into a moment of genuine connection, we didn’t just highlight the importance of staying close—we made people feel it.