Rock Hound Celebrates The Beauty of Birth in New Campaign for Fertility Innovators Merck

Content production agency Rock Hound have collaborated with Saatchi & Saatchi Wellness agency to produce ‘Passion for Life’, the latest brand campaign for Merck Fertility Technologies with post-production by Smoke & Mirrors.

The creative concept, devised by Saatchi & Saatchi Wellness and brought to life by Rock Hound’s Amy Becker-Burnett, celebrates the Embryologist as the unsung catalyst of new life whilst promoting Merck’s products and technologies to Lab Heads in a bid to standardise practices and set a basis for the future of IVF treatment.

The edit seamlessly links Merck’s cutting edge technology to the beauty of birth pioneered by the Embryologist, with the rhythm of her working day mirroring the pulse of a newborn heartbeat and eventually reaching a crescendo to convey the thrill of a successful IVF treatment. 

Amy Becker-Burnett, Director at Rock Hound, comments: “The piece follows a diegetic soundscape where the noises of the visuals form the soundtrack of the story. The addition of melody helps create warmth and emotion, whilst the macro shots keep us close to the process, emphasising the intricacy of each stage.”

The use of these macro shots alongside the concept of nature as a metaphor for birth provides a highly poignant yet positive overall message: where nature alone fails some, science will work in harmony to achieve and champion new life

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