THE MINDART EXPERIENCE
LUNDBECK x AKQA

A personalised AI art experience for Lundbeck's pharmaceutical conference booths, asking neurologists and psychiatrists to describe how they imagine brain health — then generating a unique artwork from their response via Midjourney. Eduardo led the technical direction and built the proof of concept, integrating the Midjourney API into a guided booth experience. Activated at conferences in Budapest, Barcelona, Paris, and Seoul; thousands of unique artworks generated.

OVERVIEW _

The brief was to give Lundbeck a meaningful presence at pharmaceutical congresses — something that started a conversation rather than broadcasting one. The MindArt Experience invited neurologists and psychiatrists to articulate how they imagine brain health, then turned their response into a unique AI-generated artwork. The combination of creative provocation and personalised output made it a strong booth draw.

Eduardo led the technical direction and built the proof of concept in close collaboration with a developer, integrating Midjourney's image generation API into a guided, web-based front end. The prompt engineering — translating structured clinical thinking into generative image prompts — was central to the quality of the output. A print-quality export pipeline was built to deliver each artwork in a format attendees could keep.

The experience was designed to be modular and repeatable. Lundbeck now has a scalable activation format that can be deployed across future congress appearances without rebuilding from scratch.

IMPACT & RECOGNITION _

Activated at conferences in Budapest, Barcelona, Paris, and Seoul

Thousands of unique artworks generated across activations

High footfall conversion rate

Lundbeck now has a scalable, modular setup for future activations

Featured in AKQA case study

TECHNOLOGY _

Midjourney (AI image generation via API / Replicate),
web-based guided interface,
print-quality image export pipeline

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