Misbehavin' Molecules
challenge
In chromatography, scientists use resins for their tests. Thermo Fisher is one player in a business led by another company and seen as an “aging” solution. Meanwhile, Thermo has developed next-gen resins that blow the competition out of the test tubes, and scientists should know about them.
approach
Interviewing scientists across multiple countries taught us that when an incorrect resin is used, molecules don’t behave as expected. Time and money are wasted, and scientists get frustrated and anxious having to go back to the drawing board. This led to the idea: Misbehavin’ Molecules. We took the idea back to scientists and got a unanimous thumbs-up. Next, we created a cast of animated molecules and let them misbehave in various lab settings, driving scientists mad and speaking directly to their world. We brought the idea to life with an animated cast of trouble-making molecules wreaking havoc in the lab, featured in digital banners and CTV spots.
client
ThermoFisher
services
Campaign Development
Animation
Art Direction
Copywriting
Digital Assets
Film & Video
