Emulate Bio
It’s Within Us
How often does a client come to you with a product that could positively change the course of humanity? Emulate’s organ-on-chip technology was developed to be a giant step forward in finding the cure for diseases that have long blighted us.
They needed a big idea with serious gravitas to get their product, and their brand as a whole noticed. An idea that would become the backbone and the rallying cry.
To inspire the scientific community to take a different approach to their work—to look within the human body for the answers they’re seeking, reminding them of the will and passion that exists within them to improve humanity. That what they’re looking for isn’t out there—It’s Within Us.
Anthem spot
:30s Pharma spot
:30s Academic spot
Human cell projection onto human form was key to the concept, manifesting in portraiture for the focused product materials and as a core storytelling feature in the videos promoting at brand level. Emulate needed to be humanized, their tech clearly seen working and a focus on data the science world’s currency. Therefore, the critical element of emotion had to be apparent—the key to positive audience action.
The work needed to be powerful and perform well in tradeshow, website, and social spaces where sound isn’t always available. Crafted to give the brand a visual language that could be owned and implemented for years to come. The spots were made up of a delightful smorgasbord of ingredients. Bespoke animation, live action and projection, owned cell footage, captured macro shots, choice stock, custom type animation, and product footage all woven together to tell the ‘It’s Within Us’ story.
An internal launch was created to give the hardworking crew at Emulate a peek into the future and ensure they felt a part of the bold new direction.
With the larger production still in its infancy, another creative expression was needed. One that didn’t have to sell and could be more celebratory in nature. Art that depicted the chip, cells, and humanity by renowned illustrator Don Pendleton filled this void beautifully. His work was presented to staff as a collectible limited-edition screen print and an organic tee. It was also used for the evite and personalized day-of note.
At the gathering, large format prints flanked the screen where a manifesto delivered by a handful of team members was combined with cell projections. A huge, environmentally-friendly mural of Don’s art was hung in the workspace, ensuring that this point-in-time was truly captured for prosperity.