Bayer is one of the world’s biggest brands. A science powerhouse. A pioneer of iconic products. A company serving the world’s most essential human needs of health and nutrition. But it has a reputation problem. We had to humanise the brand to increase its likability, building knowledge of what it does to move the dial.

So, we created Science for Better. A long-term, global, organising idea showing how Bayer uses the power of science to make lives better around the world. To demonstrate this, our central task was to highlight the positive human impact Bayer has through its key areas of business: Pharma, Consumer Health, and Crop Science. Each division has a core mission, and our creative work endeavoured to bring this to life in an emotionally involved way.

With little dialogue, we wanted to create a film that spoke for itself. The direction was key to helping build empathy and help visually tell the story between father and daughter. To help build that emotion, we used one extended tracking shot to set the scene and get into the mind of our father as he gazes across the dancefloor. The focus on him, the close-up of his eyes, sucks us into his thoughts, we feel his contemplation in a more visceral way. The action was choreographed to build a connection and make that journey feel more seamless. Finally, the camera work around the father and daughter's dance is close and intimate. This is where they have reconnected, we feel their love and the father's relief and pride to be there.