Value Creation in the Medical Industry


“Getting other people to believe in your magic
is the shortest path to changing the world.”

Henrik Axlund,
Creative Director of MacWell


Sometimes when dealing with complex technology, engineering and sciences, the real innovation isn’t visible to the naked eye. Yet these innovations deserve to be told in an easily understandable and exciting way. We specialize in diving deep with researchers, engineers, material designers and scientists to find out the most important facts to bring to light, and this is how innovation inspires sales, investment and brand purpose.

Thermo Fisher Scientific is a global leader in serving science, known for their innovative solutions and commitment to advancing technology for a better world.
At MacWell, we share this passion for technology and science. We jumped on the opportunity to work with such an legendary company to showcase their upgraded Thermo Scientific™ SureTect™ Real-Time PCR System. We set out to create a product video, product renders, photography and a keynote presentation, all with the aim of matching the quality standards set by the SureTect system.


Read the full case

I had the pleasure of working intensely with MacWell on this video. Showing how our product innovations provide benefit to our customers in a concise, easy to understand way was certainly something MacWell worked on with great competence and collaboration.

I am very happy with the end result and look forward to working with MacWell on new projects in the future!

Dr Khalil Divan Senior Director Product Marketing, Microbiology Division, Thermo Fisher Scientific

For more than 175 years, ZEISS has been the leader in ground-breaking optical technology. Their flagship camera, ZEISS ZX1, is the pinnacle of both science and innovation. To tell the story of this exceptional device, ZEISS trusted MacWell – known for our unique visual storytelling – to create films that explore the technology and development of the camera.


Read the full case

I thoroughly enjoyed working with MacWell on these 2 films. Translating complex technology into an easy to understand story was certainly the major challenge that MacWell tackled with great competence and dedication. I am very happy with the end result and can’t wait to kick-off the next projects!

Marco Mildenberger, Head of Imaging and New Business, ZEISS Consumer Products