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ZEISS AI Microscopy
Solutions Campaign

A 360° 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.

←
Visualization framework is based around the letters „AI“ to express how AI can be applied to different use cases.

←
Defect detection

→
Automated noise reduction

 

 

Part 2: Campaign Framework

 

Using the target analysis, for the next stage of the campaign we framed our questions for the expert interviews around the opportunities and challenges experienced by the medical research community.  

 

 

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 on the ZEISS website.

 

 

Music Creation

 

We produced the music for the main campaign film and trailer as well as the packaging for the interviews.
The music blends contemporary electronic composition and dynamic sound design to reinforce the forward-thinking topics discussed by the experts. 

 

 

Outcome - data

 

MONOMANGO

←
Zeiss achieved brand awareness around AI in microscopy.

 

 

 

 

Project: ZEISS RMS AI Campaign
Client: CARL ZEISS RMS 
Creative Direction: Lois Kainhuber
Art Direction: Szymon Sawicki
Motion Design & CGI: Jan Weber, Nino Matthey, Szymon Sawicki
Music Composition & Sound Design: Olivier FröhlicH

 

 

Filming:  Benjamin Thiemert / Cellophane Films
Creative production: Miko Lewandowski
Interviews: Miko Lewandowski
Web design/Consulting: Julia Parchimowicz
Copywriting: AbiGAIL TOLL

ZEISS AI Microscopy
Solutions Campaign

A 360° 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.

←
Visualization framework is based around the letters „AI“ to express how AI can be applied to different use cases.

←
Defect detection

→
Automated noise reduction

 

 

Part 2: Campaign Framework

 

Using the target analysis, for the next stage of the campaign we framed our questions for the expert interviews around the opportunities and challenges experienced by the medical research community.  

 

 

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 on the ZEISS website.

 

 

Music Creation

 

We produced the music for the main campaign film and trailer as well as the packaging for the interviews.
The music blends contemporary electronic composition and dynamic sound design to reinforce the forward-thinking topics discussed by the experts. 

 

 

Outcome - data

 

MONOMANGO

←
Zeiss achieved brand awareness around AI in microscopy.

 

 

 

 

Project: ZEISS RMS AI Campaign
Client: CARL ZEISS RMS 
Creative Direction: Lois Kainhuber
Art Direction: Szymon Sawicki
Motion Design & CGI: Jan Weber, Nino Matthey, Szymon Sawicki
Music Composition & Sound Design: Olivier FröhlicH

 

 

Filming:  Benjamin Thiemert / Cellophane Films
Creative production: Miko Lewandowski
Interviews: Miko Lewandowski
Web design/Consulting: Julia Parchimowicz
Copywriting: AbiGAIL TOLL