Idea

Lab equipment is typically marketed in a dry, technical manner, but for the Starlab Minicentrifuge, we wanted to take a different approach—one inspired by the sleek, high-end aesthetics of consumer electronics launches. The goal was to make the Minicentrifuge feel like an exciting, must-have device rather than just another piece of lab equipment. Inspired by the way tech brands unveil new products, we focused on making the launch feel premium and desirable.

Implementation

To achieve this, we produced a high-end product launch film featuring 3D animations and close-up shots that emphasized the centrifuge’s sleek design. On social media, we adopted a storytelling approach, comparing the centrifuge’s innovation to the way consumer brands launch their latest gadgets. The campaign also leveraged influencer marketing, collaborating with lab professionals to create unboxing-style content and hands-on demonstrations. A dedicated landing page mirrored the minimalist, high-tech aesthetic of premium consumer brands, reinforcing the perception of quality and innovation.

Impact

By moving away from traditional lab equipment marketing and embracing a more aspirational approach, the campaign redefined how scientists and lab professionals viewed the product. The sleek visuals and storytelling made the Minicentrifuge stand out in a competitive market, sparking conversation among professionals who usually wouldn’t engage with lab product launches. Social media engagement increased, with many users sharing and discussing the campaign, while the product gained strong traction among younger lab professionals, reinforcing Starlab’s positioning as an innovative brand in the industry.