General Probiotics
Simplifying a complicated message
We created an elevator pitch-style video for General Probiotics that simplified its highly scientific work for potential investors.
Background
Dr. Yiannis Kaznessis is a Chemical Engineering researcher at the University of Minnesota who is on a mission to eliminate the more than 700,000 deaths caused annually by antibiotic resistance — an uphill battle, given the prevalent use of antibiotics in our food supply. His company, General Probiotics, needed help stating their case to investors in a simple, engaging way. We were with creating a 60-second commercial-style video that explained General Probiotics’s work to potential new investors.
Our work
In our discovery sessions with the General Probiotics team, it was obvious how passionate they were for the work but, just as critically, we noted that they could speak plainly about the health crisis they were up against, and the complex solution they provide.
It’s powerful to hear directly from experts who can tell an engaging story, so we crafted a video driven by our interviews with the researchers at General Probiotics and blended it with b-roll of them working in their scientific environments. The result is a tight, 60-second spot that distills a complicated issue in a compelling way.