There's something quietly meaningful about working in medical technology — the feeling that the work, in some small way, matters. This project for Cytiva, brought to us by Beatrice Pedrini and Creative Director Patrick Andrew Potovsky at NoA Health — a team PlusOne worked with before and always enjoy collaborating with — centred on Sefia, their cell therapy manufacturing platform.

The story followed a single cell through every transformation the machine performs, which could easily have felt cold and clinical. The challenge was keeping it technically honest while giving it a human touch — and the solution was surprisingly simple: give the cell a personality. A little character in the way it moves changes everything. Public Audio once again took care of the sound, and once again delivered.