SCIEX biopharma (Boulder group)
The Pursuit
How we brought life-saving behind-the-scenes medical work into focus, showcasing pioneering BioPharma scientists and their fast-paced, unpredictable, and groundbreaking lab life.
Film | Animation | Social | Branding | Web
My role in the project: Creative concept, Copywriter, and Art director.
SCIEX launched a new inspiration hub with the aim of shining a light on the pioneering work of BioPharma scientists. Coined SCIEX stories, the hub captures both the exhilaration and the challenges of their mission.
They briefed us to create the branding, an awareness campaign, and an event launch.
Every scientist is driven by their own unique inspirations, which influence the choices they make. These inspirations are what turn a journey into a pursuit. A pursuit speaks to direction, ambition, and purpose. For each scientist, The Pursuit is personal - specific paths taken for specific reasons, with countless milestones along the way. Together, SCIEX and the scientists who use their instruments are united in The Pursuit of Progress.
For the campaign branding, we visually aligned ‘The Pursuit’ concept with the SCIEX Stories platform - framing each story segment as a ‘window’ into a scientist’s individual pursuit. This idea of ‘windows’ became a defining element of the project’s art direction.
Another key visual feature that shaped our design, seen in the launch film, was a handwritten style inspired by scientific notebooks and diaries.Through our interviews, we discovered that many scientists carry these notebooks with them, using them to capture thoughts and work through ideas.
Campaign Docu-series films
The Pursuit: Episode One
The Pursuit: ‘Sutro Bio Pharma' episode
‘The Pursuit’ Experience at ASMS (The world’s biggest Accurate Mass Spectrometry conference)
Stage one: Sticker activation wall.
Every pursuit is shaped by milestones, setbacks, and successes - moments that define the industry. We’ve identified six key sentiments that capture these experiences.
As people queue for the experience, a sticker activation will spark conversation. Scientists will place their ‘moment’ stickers under the questions they feel best represent them, such as: “How do you feel when you start working with your mass spectrometer?” or “What does discovery feel like to you?”
Stage two: The experience
Immersive experience surrounding people with different stories and snippets of real scientist pursuits.
Stage three: Share your ‘moments’.
Lastly, participants could share their own ‘pursuit-defining’ moments, with the option to share them on social media using the campaign hashtag.
