End-to-end global campaign across all online media platforms exploring how AI is revolutionizing microscopy.
Concept
ZEISS approached us in 2021 to ideate a 360° major brand campaign. The goal was to amplify how ZEISS works with AI and to project the current client trust invested in the ZEISS brand onto their subset ZEISS AI Solutions. Drawing on our expertise in ideation and strategy, we engaged our specialist departments to workshop a comprehensive branding strategy for the client.
Part 1: Campaign Mechanics
Based on the findings of the workshop and market-customer analysis, we developed a set of messaging mechanics for guidebooks and media assets visualizing AI functionalities.
A highly versatile visualization framework around the letters „AI“ was to express the individual applications where ZEISS-AI enhanced microscopy helps you to "realize" specific goals to aid the future of microscopy.
<<animation of image segmentations>>
<<show animation of de-noising, finding defects etc.>>
>>Show the image being scanned through.>>
Part 2: Campaign Framework
Based on the target analysis, we identified two communication paths addressing the occasional opposing desires of the scientific community - the aspirational and the rational.
<<THE ASPIRATIONAL>>
<<THE RATIONAL>>
Step 1: Campaign Teaser
This vignette film was a starting point for the campaign, setting the overall tone for all surrounding assets. The goal of the film was to explain how ZEISS AI Solutions help scientists to increase their efficiency, speed, effectiveness or clarity by employing tools such as image segmentation, automated noise reduction or defect detection - whilst also setting a path for the exciting future of AI in microscopy.
Step 2: Storyteller interviews
We conducted a series of interviews with researchers, scientists and ZEISS researchers & developers by focussing on their individual research stories.
Over a period of six months we interviewed almost 30 different scientist and educators. We later traveled across the USA, China, and Europe to interview 10 selected interviewees to feature in the final storyteller campaign.
We created the visual packaging for 10 different films comprising of user stories.
Along with articles to accompany the interviews
And compiled the trailers and teasers into a campaign landing page of the ZEISS website .
Outcome - data
- Miko to get some numbers on data.- check the bold Scandinavian design SAS website https://www.boldscandinavia.com/work/sas/
<<add full length campaign film>>
- Short cut from the campaign film using all different materials from the films, key visual animations, the interviews etc. Add a website scroll to the video? And use the main music composition.
Position: Person CREDITEDPosition: Person CREDITEDPosition: Person CREDITEDPosition: Person CREDITEDPosition: Person CREDITEDPosition: Person CREDITED