Automata
LINQ
Reframing lab architecture through adaptive motion
To establish Automata’s LINQ platform as the definitive standard in open lab automation, we set out to elevate their brand presence. Communicating complex hardware and software integration required translating modular engineering into a compelling narrative. Our strategic objective focused on proving LINQ’s spatial flexibility without compromising instrument access, driving market confidence among global scientific enterprise leaders
MODULARITY Adaptive motion system simulating cell division dynamics
We took inspiration from cell division to inform the film’s general motion behaviour and convey the product’s modularity. We also designed stylised passing transitions to demonstrate the vast configurations available to labs.
CMF Tactile surface finishes and subtle lighting tints
In developing the aesthetic for this project, we subtly evolved Automata’s colour palette and introduced surface imperfections for a more tangible feel. Brand colours have been used carefully and strategically throughout the film, from subtle lighting tints to abstracted third-party lab instruments. These instruments are key to helping the viewer understand the system and help demonstrate that LINQ can adapt to any lab set-up.
Striking the right balance between science and art was critical to this project. Bringing subtle touches of human presence helps prevent our crafted lab environments feeling sterile. The use of hand-held camera movements and true-to-life focal lengths puts the viewer behind the lens, bringing further warmth and personality.
