Six awards for Inizio Engage XD at the Creativepool Annual 2026

Work from across Inizio Engage XD has been recognised at the Creativepool Annual 2026, with six awards spanning Artificial Intelligence, Film Craft, Spatial Design and Sustainability.

The Creativepool Annual celebrates standout work from across the global creative industry, combining recognition from its judging panels with a separate People’s Choice vote from the wider creative community.

This year, four projects for AstraZeneca and Arup brought home four People’s Choice Awards, one Silver and one Bronze, recognising work from across Emota and XD Film.

AI meets the conference stage

People’s Choice | Artificial Intelligence

For AstraZeneca’s National Sales Meeting, XD Film created an AI-generated cinematic opening as part of the wider event experience produced by Emota.

Designed specifically for the three-screen stage environment, the film used AI-generated visuals to turn senior leaders into the stars of a cinematic spy story, before bringing the action from screen to stage.

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Film made for the space

People’s Choice | Film Craft

For Arup’s 80th anniversary celebration at Lightroom in London, XD Film created immersive film content designed specifically for the venue’s extraordinary projection environment, as part of the wider experience produced by Emota.

With a four-storey, 1,500m² canvas spanning the walls and floor, the content was created around the space itself, surrounding guests with film rather than simply putting it in front of them.

External collaborators: Ben Adam Harris, Dominic Shovelton and Andrew Griffiths.

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Immersive science at ASCO

Silver + People’s Choice | Spatial Design

For AstraZeneca at ASCO 2025, Emota combined spatial design, immersive content and digital technology to bring complex oncology science to life in a way that felt intuitive and engaging for healthcare professionals.

The experience balanced large-scale impact with more personalised opportunities to explore content, while creating a modular approach designed to extend across AstraZeneca’s wider congress portfolio.

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Putting sustainability into practice

Bronze + People’s Choice | Sustainability

For AstraZeneca at ERS 2025, Emota used its Enviroplan framework to put sustainability at the heart of the experience, from materials and production to the way the story was brought to life for delegates.

The result was a booth designed not just to talk about sustainability, but to demonstrate it through the experience itself.

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A very good night for XD

There was plenty to celebrate, and even better, we got to do it together. Colleagues from across Inizio Engage XD joined us in London for a brilliant night celebrating the work, the teams behind it and six awards to take home at the end of it.

A huge thank you to AstraZeneca and Arup for the trust and partnership behind this work, and to everyone across Emota and XD Film who played a part in bringing these projects to life.

Four projects. Six awards. One very good night.