Sartorius AG is an international pharmaceutical and laboratory equipment supplier, covering the segments of bioprocess solutions and lab products & services.

The main goal of this product was to relay the ergonomic benefits of Sartorius syringes from the perspective of the users’ pain points. Quite literally. Holding syringes all day can lead to extreme discomfort and cramping in the hands and we wanted to be completely realistic and honest about that.

My task was to revise the tone of Sartorius which up until that point had been mostly technical and medical. The more friendly and frank tone required quite a bit of convincing but in the end, we created a campaign with light-hearted quotes and images of cramped hands. Convincing any company to acknowledge the negative aspects of using their products is always a difficult task but the client was very satisfied in the end and the ads were well received.