The challengeCreate a digital character able to carry information with clarity and warmth while avoiding the distance often associated with institutional communication.
The ideaSOFIA is conceived as a recognisable guide: a synthetic presence that gives the communication a face and creates continuity between information, audience and brand.
The experienceCharacter design, direction and digital production keep expression, framing and tone consistent, treating the avatar as a narrative interface.
OutcomeThe outcome is a reusable branded-content format for MSD, able to support information through a distinct and modular digital identity.
