Portraying the nature of Bayer in an image film was task undertaken by facts and fiction. Our solution was ‘Elements of Fascination‘ - a film shot at 30 locations in five countries documenting the innovative handling of substances in fascinating pictures and giving an overview of the whole Bayer cosmos.
What is the nature of Bayer AG? What are the focal points of the enterprise?
In essence, Bayer aims at using the laws of nature with in-depth knowledge to constantly improve materials and substances and make the lives of people all over the world easier and longer. Innumerable inventors and researchers in the subdivisions of HealthCare, CropScience and MaterialScience work effectively and hard to achieve this goal.
The facts and fiction film department acts in a similar way and we took over the production of the image film and developed the concept for ‘Elements of Fascination’. Here, the beauty of different materials and a fascination with their creative and innovative use was expressed with analogies from everyday life.
The film shows people handling particles in a virtuosic way, making them move and creating new forms. Slow-motion pictures of these particles hovering in the air generate a poetic atmosphere and enchant the viewers.
They are combined with photographs of particles in direct relation to Bayer’s everyday activities: microscope images of blood corpuscles and cells, parts of plants, emulsions, etc. This way, the film obtains its visual continuity, and the performance of the particles becomes a synonym for the flexibility and development potential of the company.
The film does not show just one Bayer world, but the variety of fascinating different worlds in which Bayer is active. It is less a statement than proof. Impressive pictures that are always elegant, sometimes playful and often quite unusual provide insights into the micro- and macrocosmic world, establish links between very small and very big items, and create a contrasting arc of suspense. Closeness and distance, local and global activities form one single unit.
Each part of the Bayer cosmos plays a role in the film. One product line and one person represent each subdivision: the physician researching a cancer treatment, the researcher advancing the distribution of high-yield rice, the developer who creates visions for the future with nanotechnology. In their great ethnic variety, the 75 performers convey that Bayer is at home everywhere in the world at any time.
Likewise, ‘Elements of Fascination‘ was shot all over the world, at 30 locations in five countries. Offered in seven different languages, Bayer uses the film worldwide as an integrative tool and as an opener at press conferences, trade conferences, fairs, etc. Approximately 150,000 people have watched it on Bayer’s German website alone. That really is fascinating!