DIATRON
"Three Good Reasons"
Client
Diatron
"Diatron develops, manufactures and markets hematology analyzers, clinical chemistry analyzers, and associated reagents for human medical and veterinary use.
The company was founded in Budapest, Hungary over 30 years ago and is one of the top 5 global hematology analyzer manufacturers. Since its inception, Diatron has been at the forefront of laboratory diagnostics. Today, our product range includes hematology analyzers, hematology reagents (both for our own and other manufacturers’ analyzers), hematology control material, clinical chemistry analyzers, clinical chemistry reagents and clinical chemistry controls."
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Source: www.diatron.com
A compelling biomedical project
For DIATRON, a product presentation was created that places three key instruments from the core fields of hematology, clinical chemistry, and immunoassays at the center. The goal was not merely to explain highly precise laboratory machines, but to stage them as active performers.
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Rather than relying on a purely functional depiction, the instruments were interpreted cinematically. Light, movement, and rhythm reveal how they operate and give each machine a distinct presence. Every function is deliberately guided; every motion contributes to the product story.
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Special attention was given to the animation of movable elements such as doors and displays. These sequences were conceived not as technical demonstrations, but as choreographed actions — almost like fundamental robotic gestures that lend the instruments character and expression.
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The result is a presentation in which machines are allowed to perform: precise, controlled, and confident. A visual language that communicates product features with clarity while maintaining a strong cinematic ambition — ideal for product launches, sales environments, and brand positioning within a highly competitive biomedical landscape
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Moving Elements
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Deliberate movement is used to reveal internal processes that remain hidden during real-world operation. Trays, sample tubes, and mechanical sequences are brought consciously into focus, providing an intuitive understanding of the analytical workflow.
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The animations are not conceived as technical demonstrations, but as narrative devices. They guide the viewer’s eye, structure information, and create clarity. In this way, a static device becomes an active system — comprehensible, precise, and alive.
Machines as performers
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The starting point was a set of highly precise instruments — initially static in nature. To make their functionality tangible, their real-world movement behavior was analyzed and translated into a controlled, cinematic visual language.
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Doors, trays, display arms, and other elements were staged to do more than simply open or shift — they act with intent. Every movement follows a clear timing; every gesture supports the narrative.
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Within a reduced, minimalist environment, the instruments themselves take center stage. They assume the role of performers — calm, precise, and confident — communicating their capabilities through movement and presence alone.
After the final review by the product engineers, the big cinema begins
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Once function, precision, and technical excellence are fully aligned, we take over.
Our cinematic approach translates outstanding engineering into visual storytelling — with deep respect for the product and a keen sense of dramaturgy, rhythm, and impact.
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Machines become performers, functions turn into moments, and innovation becomes visibly tangible.
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What briefing may we stage for you?
Credits
Client: DIATRON
Concept, Creative Direction and Art Direction and Design: Zoran Marjanovic
3D Production and Post-Production: Zoran Marjanovic
Soundstudio: Hallo Robin
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