The Power of Real People
The request was a challenging one: tell the story of a test you cannot see, using real people, in a working lab, with absolute authenticity, honesty and transparency. Just the kind of job we love.
Karius is a company that is driven to revolutionize blood tests for infectious disease. Their system is unique, innovative, and is having a positive impact on patient care. They have gone above and beyond to make every aspect of what they do user friendly and transparent and this needed to be an integral part of their visual assets.
We often encourage clients to use real people in their marketing instead of models or actors. It is a powerful way to connect with the audience and build trust. With the Karius video, we focused primarily on doctors who have used the Karius Test and who can vouch not only for its ability, but also the integrity of the company.
We also filmed and photographed in the lab during working hours, as well as around the office. While this approach takes more time and coordination, it is far more effective than staging setups. The more real you can get, the more powerful the results will be. It is less about perfection than it is about connection. An audience can sense when something - words or images or video - is too glossy.
Karius has an open plan office designed to be comfortable and flexible. The offices and rooms are lined in glass which creates a bright and collaborative vibe. The open concept plan allows and encourages people to sit anywhere and have the opportunity to blend with people in other departments and levels within the company. We really wanted their corporate library to have some nice visuals of this space.
Even CEO Alec Ford’s photo was taken with approachability in mind. It helps that Alec is a fun guy who is very direct. He wanted something “not like a standard photo”, so we set up in the dining area/workspace with a window that looks into one of the labs..
Karius is bucking the cubicle and moving forward with purpose in everything they do. From their office space to their testing system to the type of corporate library they wanted us to help them build. It is always a pleasure to collaborate with a team who is passionate about its mission and recognizes the power of using real people.