Corning

Everyone knows scientists are rational beings who only respond to facts and figures, right? Wrong. They’re people. And like people everywhere, they have hopes and dreams, fears and superstitions. Especially when it comes to growing cell cultures. Sometimes it seems anything — or even nothing at all — can make those tiny cultures crash.

While few scientists in the lab are involved in the purchase of consumables, all of them care deeply about the supplies they end up with. They demand consistency and reliability to increase the chances of success. And naturally, they’re always on the lookout for new products or techniques that can speed up discoveries. Recognizing the emotional connection scientists have with their tools created an insight for PJA and Corning that could change the tone of life science marketing. Elements of the campaign were online videos, print and landing page destinations.

My Contributions: Concept, casting, on-set creative direction, , art direction, video post-production and editing