Our brief was to produce a touch screen experience that was fun to use while providing useful information to farmers at the AABP annual conference. This would be an immersive experience where the user could control milk by their gestures, revealing bubbles to convey extra information. 
A 50 inch touch screen would allow users to empty a large glass of milk though a straw - as they swiped down on the glass, milk would go up the straw and bubbles would float up through the milk. Our concept designer was able to illustrate the type of interaction to the client quickly at the start of the project. 
Clicking on a bubble would reveal information about how Zoetis could help them. Individual idle points for the chapters were animation, as well as an overall mock-up of the animation in portrait aspect to give an idea of timing to the developer.

Rough illustrations and a color palette were produced by designers and were then shared with the coders who then produced the art, not in photoshop, but driven by code so that it could dynamically react to a user's touch inputs. 
As soon as we had our first build, we began testing, making sure we worked closely with the hardware team. There were 19 iterations before we were sure that the application was robust, stable and, above all, straightforward for a user to master from the offset. We had to be sure that the user could drive the flow of information but never feel lost, stuck or over-whelmed. 
The experience was first released at the American Association of Bovine Practitioners annual conference. The application had been coded in a certain was as to allow us to deploy for a second conference where we changed the copy without having to re-compile. This gave the client maximum flexibility and re-usability.