The Thermo Fisher Scientific

The Thermo Fisher Scientific "Accuracy" ad is part of a new campaign that showcases the power of science and innovation in its ability to generate inspiration within a researcher and have a ripple effect on a team. It all begins with one instrument. One moment. The connection between researcher and device. And that is the genesis for instrumental impact.

The unconventional idea of bringing in dance, visual effects and giving life to the instruments in this fashion was to show that everyday research does not have to be mundane. On this day in the lab, our female lead (renowned South Asian dancer and founder of BFunk, Shivani Bhagwan) comes into the lab, powers on an instrument and what ensues is the electricity and accurate results that come from the powerful Countess III device. It's so riveting that the energy travels through her body, from her arms, through her feet and it powers the technically accurate dance. The dance is in sync to demonstrate how travelling energy is transferred in a lab of researchers. There is a true relationship between the instrument and the researcher. Without either, the innovation cannot truly work. It's why benchtop instruments never miss a beat.

For the backstory, Shivani was casted in this part because of her work and personal connection to the field of science. She is a multi-hyphenate and that dual identity is key in understanding the faces of researchers and scientists. There is so much more to science than the traditional thoughts of who scientists are, how they look or how they behave in the lab.

This is about humanising science and creatively, with energy, showing that science can be hip, cool, fun...and make real change.