The Brief

The Intabio ZT stands as SCIEX's newest instrument, showcasing their leadership in molecular quantification. This robust machine is the result of years of industry research, technological development, and, crucially, feedback, testing, and insights from Bio Pharma customers. Addressing a critical problem in new therapy development, this key technology accelerates the delivery of new drugs to market. It also plays a pivotal role in advancing complex next-generation therapies, enabling their customers to pursue drug development with unstoppable momentum. Pebble Studios was asked to create a launch film for this new instrument, and I was lucky enough to direct it, with an incredible talented team of animators and producers.

The Solution

Collaborating with the creative team, I began by establishing a visual style and treatment for the film, constructing the visual narrative that would embellish the script. This involved creating mood boards, working closely with the storyboard artist, and taking the client on the entire creative journey to ensure their buy-in to the concept. Launched at ASMS 2023, the animation showcased the technology's applications and benefits to industry leaders. Blending key proof points with emotive elements, our design featured stunning 3D views, kinetic glass typography, and a dynamic environment, ensuring a cinematic experience on the 20m screen premiere. Transitioning from an ethereal world to a puzzle-like floor, the film showcased SCIEX's flagship product. Crafted in Cinema 4D and After Effects, our team, with Chris Weyman-Jones leading as Lead Motion Designer, delivered a beautifully balanced film, intertwining informative details with cinematic animation and visual storytelling.

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