Biopharma filtration is essential to keeping products pure and safe, from the earliest lab tests to large-scale production. Without it, chaos and contamination can quickly take over. To highlight this, Cytiva — a global biotechnology leader — needed a fresh way to showcase the value of its filtration products.

Leaning into Cytiva’s distinctive brand voice of whimsy and storytelling, we created The Unwanted campaign. By reimagining contaminants as outlaws in a Wild West showdown, the film dramatizes the threats of poor filtration while positioning Cytiva’s solutions as the clear heroes. It’s a creative approach that not only communicates the science but also leaves a lasting impression in a traditionally “serious” industry.

This B2B campaign has launched globally in 2025 September.