Multiplexing is the method of analysing multiple analytes in parallel. This meets the insatiable demand for data in the life science sector.

The multiplex market is growing rapidly, making this the ideal opportunity for a relaunch of Abcam's reengineered Fireplex product. However, Abcam were facing entrenched competition, with high barriers to switching.

 

Working as part of an agency team, I developed a narrative that would promote the functional as well as the emotional benefits that Fireplex could offer. 

 

Being able to create the most reliable data on the market gives life scientists more confidence to make better decisions. This in turn moves the company more swiftly towards the next milestone. Our creative idea was to capture this domino effect of achieving success.

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Our visual style of ‘positive momentum’ used particle simulation - millions of particles coming together - to build an image that reflected the way Fireplex uses light readings to analyse data. Different light trails were used to symbolise the cornerstone messages coupled with powerful, progressive language.

 

Our idea was then delivered across static and animated digital banners, video animations, a landing page, nurture emails and press advertising.