Bioprocessing imagery. Not just point and shoot

We’ve just come back from a four-day shoot for our client, GE. A four-day shoot is a tall order in any circumstances. When you’re shooting in the complex, highly regulated world of bioprocessing, it’s very tall indeed.

First, careful planning and organization are needed to capture hundreds of images in a bioprocessing hall depicting both the upstream and downstream workflow and the interaction between people and equipment.

Then there’s the artistic challenge. How do you convey the expertise, knowledge, and cutting-edge science contained within these bulky stainless steel machines, entangled with plastic tubing? Case in point, the Xcellerex XDR-500 MO fermentor. Larger than a Ferrari, and far pricier, it just doesn’t have the same visual appeal. It needs a photographer’s eye. Moreover, shooting stainless steel systems presents particular lighting challenges. They are completely reflective, like mirrors.

Finally, there are the regulatory constraints. Each day, cast and crew had to don “bunny suits” along with gloves, hair nets, masks, and shoe covers to enter the inner sanctum of the bioprocessing world, the cleanroom. In addition to being appropriately attired, we also had to completely disinfect the photographic equipment: cameras, laptops, cables, strobe lights, and tripods.

So here we are, over 1,400 images later, with 170 of them already selected for retouching. That’s a rich source of material for upcoming brochures, sales sheets, trade booths, microsites, signage—you name it, we have it covered!

Oh, and that Xcellerex XDR-500 fermentor?

Voilà! We think you’ll agree, it gives the Ferrari a run for its money.


Confidence in performance @Interphex

The annual Interphex (international Pharmaceutical Expo) show, sponsored by PDA (Parenteral Drug Association), brings together leaders in the biopharmaceutical development and manufacturing industry. This year’s Interphex show was held at New York City’s Javits Convention Center.

GE Healthcare called upon us to design a tradeshow booth for its 40’ x 50’ island, in collaboration with Elite Exhibits.

The design and creative centered around Confidence in performance. The booth layout reflected both upstream and downstream bioprocessing, and featured images from our recent photo shoot at GE’s Marlborough, MA bioprocessing facility.

Exhibitor Award

GE and its booth were honored with an Interphex Exhibitor Award. Key criteria included:  “Overall Appeal/Experience (Design)” and “Knowledge (Content)”.