The InFLEXion Point
Hey scientists, robots are coming for your jobs, too. Hopefully, it'll be a while before they start running the experiments. Today, automated lab assistants are commonplace. Opentrons was one of the first to offer an affordable option. The company became synonymous with good and cheap liquid-handling robots. Their new offering, called FLEX–a much more capable and expensive piece of equipment–was designed to disrupt the mid-market. Our assignment was to create a bold launch campaign and revise preconceptions of Opentrons. "The InFLEXion Point" was born. The concept turned rich insights into revelations for rethinking robots.

Jeff’s Roles: Creative direction, concept development, design, and creative writing