
Cytiva
The challenge
Key objectives:
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Creating a culture around what we share as humans
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Connecting employees around the globe
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Helping mitigate change for new employees
Staff empower the brands they work for. More and more this is becoming a trend on social media and broader marketing campaigns.
Cytiva wanted to recreate this for themselves.
The aim was to create a video, for both internal and external usage, to showcase their employees. The final product needed to demonstrate how they bring people together through the connection of Cytiva products.
We are Cytiva video
Our process
We began to craft a story that captured Cytiva’s global impact.
Our aim? To showcase the diversity and humanity of Cytiva’s workforce while highlighting the shared values that unite them. The challenge was to create a video that didn’t just connect people but also conveyed the heart of Cytiva’s culture and mission.



We created a global video featuring employees from various locations, brought to life by a skilled videographer. Our creativity and teamwork made it a joy to work with their US marketing team.
The video video was launched at their all-hands meeting on the anniversary of Cytiva
Faye Anderson
Creative Director, Abstract


The solution
The final video featured real stories from Cytiva employees, capturing the humanity behind the brand.
Through a powerful narrative of unity and connection, we showcased how, despite diverse backgrounds, Cytiva’s people are united by a shared purpose to make a global impact.
Animated graphics and visual elements added depth to the storytelling, reinforcing Cytiva’s brand identity and values and making the video both engaging and memorable.
Results / impact
With a new suite of video assets, Cytiva launched brand activation campaigns to highlight the culture of the business, the humanity in those that deliver the service and celebrate the people that keep their organisation operating.
5 filming locations around
the globe
5 assets
created



Conclusion
By authentically capturing the stories of its employees and integrating them into a compelling narrative, we were able to humanise the Cytiva brand and convey its values and culture to a global audience. Including animation within the video, we created a dynamic asset that can act as an evergreen piece of content for campaigns in the future.