Applied Biosystems is a premier brand within the Thermo Fisher Scientific family of brands, focusing on genetic testing, research, and analysis. This campaign sought to reinforce their position as a leader in farm animal molecular diagnostics, with the largest offering of disease diagnostic solutions in that space. For non-scientific viewers, the flowing lines are a visual representation of PCR (Polymerase Chain Reaction). This a laboratory technique which allows scientists to amplify tiny amounts of genetic material into much larger amounts, enabling detailed analysis in diagnostics.

This campaign's visual approach stands out starkly from the typical animal health visuals of farms, many animals and possibly their caretakers. Since this was an overarching campaign for this entire segment of the Applied Biosystems animal health business, I sought to elevate the visuals with beautiful portrait-like animal shots, anchored within AB's brand color palette and the scientific visuals that customers in the space would recognize at a glance as relevant to their work.