Thermo Fischer Scientific | DNA Analysis
Thermo Fisher Scientific’s line of qPCR products has helped scientists and researchers for decades by providing tools for real-time amplification and analysis of DNA samples.
The Challenge
We’ve done a lot of videos for Thermo Fisher, but this was truly the first time we were asked to push the emotions and really make their audience “feel” something. That wasn’t the hard part. The hard part was finding the emotional connection between someone who works in a lab all day with people in the outside world.
The Approach
It’s funny because it’s always the simplest storyline that makes the most sense and hits the hardest. After several iterations of the narrative, we realized that we just needed to tell a story about a woman whose work matters. And even though she may never see the result of her hard work, what matters is that the audience sees it, because THAT, is ultimately what we needed to achieve.
The Result
Lots of tears from the Thermo Fisher team saying things like, “finally, someone gets the hard work we do every day,” and lots of views on their YouTube page, which we are sure has resulted in LOTS of engagement with their brand.
Product Features Video – QuantStudio Pro
Thermo Fisher Scientific’s line of qPCR products has helped scientists and researchers for decades by providing tools for real-time amplification and analysis of DNA samples. We had already made a series of videos for the launch of the QuantStudio Pro 6 & 7, but to round out the campaign, these instruments needed features-based videos to communicate how they could be used in a real lab setting.
The Challenge
Having already made the launch videos, we knew plenty about the product. The challenge instead came in how to create an engaging visual demonstration of the features. Some of the key features are based around connectivity that allows users to control or monitor the instrument remotely, so we needed a way to show that continuity across locations.
The Approach
Rather than actually go to the different locations of a lab, office and coffee shop, we decided to limit the set to a simple, focused scene that placed only the necessary environment cues around the product, on a white background. This allowed us to create compact versions of each location, and place them on a turntable. What started as a fortunate side-effect of that layout became a key visual concept: That the connectivity of this instrument allows you to practically be in two places at once.
We then used some clever editing and VFX to stitch multiple takes of the same turntable, with various set design elements and wardrobe changes, to create a subtly magic effect that keeps audiences looking closer to see what just happened.
We also created additional versions, included below, that focused in on the interaction features and remote workflow, respectively.
Interaction Features
Remote Workflow
Product Launch Campaign – QuantStudio Pro
Thermo Fisher Scientific’s line of qPCR products has helped scientists and researchers for decades by providing tools for real-time amplification and analysis of DNA samples.
The Challenge
The QuantStudio 6 & 7 Pro systems are the latest instruments in Thermo Fisher’s qPCR family. These new models represent a complete rethinking of the user-facing features available in this type of product. They needed a set of videos to call attention to these monumental updates, but they also needed to do it in a way that built interest before the full launch.
The Approach
We knew that these videos would need vary widely in style and content, to properly capture the full story of the new product. We started by creating three teaser videos that progressively disclosed more and more about the product.
The Background
The first video (shown above) sets the stage for the new innovation by presenting the 25-year heritage of devices that this instrument follows. While we didn’t want to show the new device quite yet, we also didn’t want to leave it out completely. We came up with the creative solution of projecting previous devices on the sides of the new one. This kept the new device in the abstract, while still teasing at its existence.
The Attributes
Now that the background was set, we needed to start describing the instruments. As they weren’t launched yet, it was important we still didn’t fully reveal the product or specify its features. With that in mind, we created a video that built anticipation by describing the high-level attributes that were improved. We kept the product shrouded and mysterious by approaching the visuals with macro shots and edge lighting, achieved by sweeping color-controlled tube lights across the product. The result is a visual style similar to the opening credits from a TV drama… which we embraced by composing original music with a half-time 80s vibe, indulgent Phil Collins drums and all.
The Innovations
Finally, it was time to unveil the product and specify the amazing new features in detail. We used a more traditional lighting setup to bring the product into focus. But it wasn’t enough to just see the product itself… we depicted the many smart features with graphical call-outs and overlays, conveying the rich technology that powers a smart workflow. We also introduced the human element, as these features are ultimately in place to increase usability. We used close up footage of our talent, emphasizing how this product sees and hears the user through the facial identification or voice commands.
The Reveal Film
With the teaser videos complete, it was time to launch the product. We gathered voices from the leadership in the real-time PCR team at Thermo Fisher to present the innovation and heart behind these instruments. Central to how they approached these updates was the opportunity to bring features that are commonplace in the consumer electronics industry into the lab. Following suit, we approached this video like a reveal film from a consumer device company. Our goal was to create something that wouldn’t feel out of place in an Apple keynote event. What helped us achieve this was the fact we had already created the teasers above. The reveal film’s production was able to focus on gathering interviews and some targeted product use shots, while the aspirational, emotional story could be driven by footage we already gathered. This allowed us to be really smart with budget, and deliver something compelling and beautiful on a quick turnaround.
The Results
Thermo Fisher received over 100 qualified leads requesting a demo within the first week of posting the reveal film. For a very high-value instrument like this, that represents significant business, driven by a strong marketing launch and compelling video. The reveal film lives on the product page for the QuantStudio Pro, as well as being used directly by the sales team to introduce leads to the new product.
“Over 100 qualified leads requested a demo within the first week”
The QuantStudio Pro went on to win a Life Science Industry Award for "Most innovative product in genomics." The Thermo Fisher team has been thrilled with this product’s success, and we are proud to have taken part in launching it. After the success of this video, we knew we had to follow it up with more content. We followed up this launch by working with Thermo Fisher Scientific to create a more features-oriented video, which you can watch here!
Product Campaign Videos - Thermo Fisher Scientific
Thermo Fisher Scientific is a world leader in improving the human condition through systems, consumables, and services for researchers.
The Challenge
We’ve been working with Thermo Fisher with many years now, so when they came to us with a request to try something fresh, different, and “cool,” we were all ears! But to be frank… how do you make the cloning process “cool?”
The Approach
Little did we know, to Researchers, cloning already is “cool,” so all we had to do was design cloning in a way that really took the stage… that’s right, we rocked the clone! We combined a few killer images from Getty with rock and roll design vibes and one killer original composition, and this, my friends, is what it looks like when Researchers rock out.
And about halfway through the project, everyone at Thermo Fisher was so excited that they asked for 8 cutdown videos for social media purposes. Check out a few of them below…
The Results
This is what we received from our main point of contact just days into launching this campaign…
“We’re up to 170K views inside 8 days. Not bad!”
Product Overview Video - ProFlex
As a follow up to our work for Thermo Fisher Scientific’s MiniAmp Thermal Cyclers, we were tasked with creating a video to show off the flagship product in this category. The ProFlex is a modular PCR system with all the capabilities of other thermal cyclers in a reconfigurable setup that allows users to choose between five different block types.
The Challenge
The most difficult part of this project was developing a style that reflected the modular nature of this project and elevated it over the video we did for the MiniAmp Thermal Cyclers, as the ProFlex is a more premium product. We knew we had to stay in the 3D animation style set by the previous video, but took the chance to raise the detail in the environment.
The Approach
In looking at the modular blocks, we decided that the environment could mirror some of the varied angular forms in each block. The more complex but still rectangular environment served as a constant reminder about the many possibilities and configurations possible with this product. We also chose to animate the blocks in slightly fantastical ways, flying them in at dramatic angles to emphasize the ease that users can expect when changing the blocks.
30 Second Cutdown
6 Second Cutdown
The Results
Thermo Fisher Scientific is using this video on their website to drive value and understanding for potential customers.
Product Launch Video – MiniAmps
Thermo Fisher makes devices for polymerase chain reaction, or PCR, a process by which DNA is copied exponentially. It’s not glamorous, but PCR is an essential step to anything involving DNA. Want to map a genome, trace a DNA fingerprint, or find the next cancer treatment breakthrough? You’ve got to start with PCR. Thermo Fisher’s new line of thermal cyclers add powerful features like touch screen control and remote monitoring to the mix.
Challenge
Thermo Fisher came to us for a video heralding the smallest of their cyclers, the MiniAmp and MiniAmp Plus, which bring high-end functionality to a small, affordable platform. They wanted to position these as the thermal cyclers for everyone, while showing off the powerful features and design with a 3D rendered product video.
Approach
We drew inspiration from the classic product-unveiling videos for phones and laptops. This approach allowed us to make an ad that highlighted the design of the products in a way that makes them enticing even if you don’t know what they do. Since PCR is a somewhat mundane task within genetic research, the idea of an eye-catching ad for thermal cyclers was just the right amount of crazy.
Results
This video has received hundreds of thousands of views on Thermo Fisher’s YouTube channel and has been used by their sales team around the world. In fact, it performed so well that Thermo Fisher had us create a six-second version so that they could also use it in YouTube preroll ads.
6 Second Cutdown
Thermo Fisher Scientific returned to us to create a video for their flagship PCR instrument, the ProFlex. Watch the ProFlex video to see how we followed up our work on the MiniAmps.
Program Campaign – AmpliFly
Thermo Fisher makes devices for polymerase chain reaction, or PCR, a process by which DNA is copied exponentially. It’s not glamorous, but PCR is an essential step to anything involving DNA. Want to map a genome, trace a DNA fingerprint, or find the next cancer treatment breakthrough? You’ve got to start with PCR.
The Challenge
Our challenge was to create a "Pre-Flight Safety Walk-through" style video to compliment their AmpliFly campaign. But instead of safety checklists, we were charged to capture a walk-through of their main product offerings in order to help drive sales, and make it clear that when you "fly" with Thermo Fisher, you'll get the First Class experience.
The Approach
In order to really understand First Class, we all decided to get a First Class ticket to Paris.
Just kidding. But we did watch a lot of videos about First Class offerings, so we could fully capture what the experience of flying First Class with Thermo Fisher would feel like. After landing on the concept (pun intended), we had too much fun writing the script and collaborating with the client. We worked together to make sure we covered all the important specifications of their product portfolio, as well as clearly communicate that when you use Thermo Fisher products, you truly get to experience the best results and support.
Behind The Scenes
The Results
The client was thrilled and the video is being rolled out and viewed by their offices all around the world! And we can't be too sure, but we think Michelle (stewardess talent/our Creative Director) is famous in China now.
“We’ve held over 200 customer-facing events since engaging with VeracityColab, and each one has featured something they’ve produced for us. Our product line is still growing, but we can probably attribute $500,000 in revenue from those events.”
Thermo Fisher Scientific - Social Videos
Thermo Fisher Scientific is dedicated to improving the human condition through systems, consumables, and services for researchers. The following are a series of short social videos we crafted for them to play on sites like LinkedIn so that their audiences could take in important information without actually having to click play.