Copacino Fujikado tackles lab complexity with humour

Copacino Fujikado has launched a campaign for Revvity Signals that uses humour to highlight inefficiencies in scientific workflows. The work introduces a fictional monster to represent the challenges researchers face when dealing with disconnected lab systems.

The campaign promotes Signals BioDesign™, a cloning tool within the Signals One™ platform, positioning it as a solution to fragmented research environments. By translating a technical issue into a visual narrative, the agency aims to make the problem more accessible to its audience.

A monster metaphor for workflow fragmentation

At the centre of the campaign is Frankenstack, a character assembled from mismatched hardware, software and cables. The figure represents the complexity of managing multiple, incompatible tools in laboratory settings.

Across a series of short videos, Frankenstack disrupts lab environments, symbolising how inefficient systems can slow scientific progress. Each execution ends by introducing Signals BioDesign™ as an integrated alternative designed to streamline collaboration and reduce operational friction.

Video-led rollout across digital channels

The campaign includes three 15-second spots distributed via platforms such as YouTube, LinkedIn and programmatic display networks. The creative follows a consistent structure, culminating in the question: "Is a Frankenstack workflow destroying your science?”

Beyond video, the campaign extends into display banners, conference booth graphics and branded merchandise, including themed apparel and novelty items designed to reinforce the concept.

Bringing technical messaging into focus

To realise the character, Copacino Fujikado collaborated with Bubba's, a Los Angeles-based visual effects studio, to produce a cinematic interpretation of the monster.

The campaign focuses on simplifying a complex message for scientific audiences by combining visual storytelling with a clear product proposition. It reflects a broader trend in B2B marketing, where technical solutions are communicated through more engaging and relatable formats.

Agency and brand perspectives

Mike Hayward, Chief Creative Officer, Copacino Fujikado: "Scientists are solving extremely difficult problems. The last thing they should have to wrestle with is a tangle of tools that don't work with each other. We wanted to give that frustration a face, because that's exactly how it feels when your workflow is fighting you."

Nathan Mosack, Director of Brand, Revvity Signals: "The Signals BioDesign solution was built to eliminate the kind of fragmentation that slows teams down, and we knew we needed to communicate that in a way that would actually push through. Copacino Fujikado found a way to make a deeply technical problem feel human, relatable, and a little terrifying."

The campaign focuses on reaching scientific professionals through targeted digital placements.

www.copacino.com

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