We chose to continue to leverage scientists’ passion for cell cultures by showing the human, emotional face of cell culture research. Building on the impact of Love Your Cells, we launched the Art of Cells campaign, building on the insight that cell biology is not just a science, it’s also an art. We doubled down and paired up leading cell scientists with select artists who had benefitted directly from the scientist’s work and showcased that connection through the artist’s work.
We had artists create a wide range of media, from 3D animation to AR installations and data-driven sound design and juxtaposed the artist’s work with an interview of the scientist when exposed to the resulting artworks. The scientists’ reactions resulted in a visually engaging and emotionally touching “Artist Reveal” video series that showed the extraordinary connection between scientists and their cells and an example of the impact on society, presented through extraordinary art.