The assignment
In Benchmark Genetics , some of the world’s leading geneticists work to breed salmon with the very best genetic traits. The company changed its name from SalmoBreed 2021. Benchmark Genetics high-quality salmon roe to smolt farmers both in Norway and abroad. There, the eggs hatch and grow into large, beautiful salmon, which eventually find their way to quality-conscious buyers.
Watch the finished film here.
Solution: The Art of Genetics
The goal was to convey the universe of beautiful, artistic motifs found in the world of genetics. The communication concept “The Art of Genetics” served as the starting point for the solution. The images were taken by photographer Thomas Morel, who utilized the very latest in Hasselblad technology.
The result was a film that showcases production at the Salten facility—presented in an aesthetic and artistic form. It also includes a series of photographs that adorn the walls of Benchmark Genetics’ offices. The photographs were also featured in a special art calendar.
Both the photos and the video are still used extensively by Benchmark Genetics, several years after the concept was developed.
