As a follow up to our work for Thermo Fisher Scientific’s MiniAmp Thermal Cyclers, we were tasked with creating a video to show off the flagship product in this category. The ProFlex is a modular PCR system with all the capabilities of other thermal cyclers in a reconfigurable setup that allows users to choose between five different block types.

The Challenge

The most difficult part of this project was developing a style that reflected the modular nature of this project and elevated it over the video we did for the MiniAmp Thermal Cyclers, as the ProFlex is a more premium product. We knew we had to stay in the 3D animation style set by the previous video, but took the chance to raise the detail in the environment.

The Approach

In looking at the modular blocks, we decided that the environment could mirror some of the varied angular forms in each block. The more complex but still rectangular environment served as a constant reminder about the many possibilities and configurations possible with this product. We also chose to animate the blocks in slightly fantastical ways, flying them in at dramatic angles to emphasize the ease that users can expect when changing the blocks.

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The Results

Thermo Fisher Scientific is using this video on their website to drive value and understanding for potential customers.