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US Tour | May - October 2024

To ignite curiosity and boost STEM literacy, Pfizer took its New York-based School of Science on the road with the Mobile Experience—a high-tech, double-expandable trailer reaching students ages 9–14 across the U.S.

This escape room-style adventure blends problem-solving, collaboration, and hands-on tech like 3D printing, VR, and Pfizer’s robotic dog. Over 20 weeks, thousands of students explored the future of science—leaving inspired to think big and innovate.


Metrics

20

Week Tour

4

Markets

3,500

Activation Participants

The Experience

Room 1: Briefing

Students step into the lab and are welcomed by a brand ambassador, who hands them lab coats and patient files. Their mission: uncover what links the mysterious cases. Crack the pattern, and the first door unlocks.

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Room 2:
Gathering Evidence

In Room 2, students enter a lab filled with clues—props representing various microorganisms scattered throughout. Their mission: identify the culprit behind the illness by matching the right microbes on glowing touchpads. Get it right, and a secret drawer reveals the key to Room 3.

Room 3:
Using Tech

Room 3 transforms into a giant microscope, with glowing wall-mounted slides of magnified microorganisms. To move forward, students must crack a riddle and enter the correct code into a computer—unlocking the key to the final room.

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Room 4: Producing a Remedy

In this room, giant magnetic antibodies and antigens line the walls, each marked with a code.

 

Students must find the right match—the perfect molecular fit—to reveal the code that unlocks the final door.

The Team

Onat Tarimcilar| Director of Client Services

Matt Bykowicz | Lead Producer

Abby Walter | Creative Director

Tori Green | Senior Designer

Kirsten Ford | Associate Strategy Director

Jerome Barksdale | Tour Manger

Mack Wiggins | Driver / Assistant Tour Manager

ADVOC8 | Agency

Lime Media | Fabricator / Staffing

My Role

As Lead Producer, I managed the program from concept through completion—overseeing all key elements to ensure a smooth and impactful execution. Responsibilities included:

  • Client Services

  • Budget and Timeline Management

  • Fabrication

  • Creative Production

  • Tour Logistics

  • Tour Team & Staff Management

© 2025 by Matt Bykowicz

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