Join
the Fold
Our science won Nobel’s top prize,
While needles brought tears to the eyes.
We built kidneys with leaves,
Up the specialists’ sleeves,
And stole the whole show by surprise.
MAKING A SPLASH AT ASN 2025 KIDNEY WEEK
People whose kidneys are failing often also experience anemia. It turns out that the kidneys play a key role in producing red blood cells, or hemoglobin, which carry oxygen throughout the body. For 30 years, the only treatment was an injectable drug with unwanted side effects. Vafseo, a new drug, is based on recent Nobel Prize-winning science and works by harnessing the body’s natural response to low oxygen and stimulating red blood cell production. So, we built a booth inspired by nature, with organic curves, foliage, and a giant “Kidney Tree” sculpture. An origami artist taught doctors how to fold origami leaves and affix them to the Kidney Tree, helping it bloom. This tactile, 3D representation of of the brand grew throughout the conference, attracting repeat visits to the booth and engagtement.
THE BOOTH COMES TO LIFE
Doctors were enchanted by the Kidney Tree sculpture and interested to learn how to fold origami leaves. Thousands of leaves were folded and attached to the tree over the course of the conference week.
Jeremy Feldman
Creative Director
917-699-3645
jeremy@jeremyfeldman.com