Revvity VICTOR Kira: 3D Product Animation for Life Science Marketing
Project Overview
For global life science leader Revvity, we developed a high-end 3D product animation for the VICTOR Kira multimode plate reader - a compact laboratory instrument that combines absorbance, fluorescence, and luminescence detection in a single system built for modern research workflows. The goal was to transform a technically advanced instrument into a clear, elegant, and commercially effective visual story. To make the product narrative more accessible, we developed a custom digital avatar named Kira, who appears as a spoken guide throughout the animation. The video has reached nearly one million views on Revvity's official YouTube channel - a result that reflects both the quality of the content and the scale at which Revvity deploys it across global marketing activities.
The Challenge
The main challenge was to communicate the flexibility of VICTOR Kira without overwhelming the viewer with technical detail. The instrument supports absorbance, fluorescence, and luminescence detection, a wide range of wavelengths, multiple plate formats, and diverse life science applications. We needed to show that VICTOR Kira is powerful and precise, while still feeling compact, intuitive, and easy to use. Another key task was to visualize invisible optical technologies and workflow benefits that cannot be captured through standard product photography.
Our Solution
We created a photorealistic 3D animation built around clean lighting, precise materials, and smooth camera movement. The visual direction emphasized the instrument's compact form and modern aesthetic while making its detection capabilities tangible through carefully staged cutaway sequences. To strengthen the narrative, we developed a dedicated digital avatar named Kira. Acting as a visual and spoken guide, Kira leads the viewer through the product story and makes technical information feel personal and clear - a format that works particularly well for instruments with multiple use cases and diverse target audiences. The animation presents absorbance, fluorescence, and luminescence not as separate technical modes but as three connected strengths within one streamlined platform.
Impact & Results
The animation became the primary visual asset for the VICTOR Kira global launch and has since been deployed across digital campaigns, product pages, social media, exhibitions, and sales presentations. With nearly one million views on Revvity's official YouTube channel, it is one of the most-watched product animations in the life science instrumentation category - a clear indicator of the commercial value Revvity places on this type of content.
What This Project Required
Animating a multimode plate reader for a global life science audience is a different challenge from a clinical IVD product launch. The audience - research scientists, laboratory managers, and procurement teams at pharmaceutical and biotech companies - brings deep technical familiarity with detection principles. Representing absorbance, fluorescence, and luminescence as a unified platform rather than three separate technical modes required a visual logic that specialists would recognize as accurate and non-specialists would understand immediately. The digital avatar concept introduced a further layer of complexity. Kira needed to function as a credible guide without distracting from the instrument itself. Character design, voice direction, and the relationship between the avatar and the product required careful calibration throughout production. Visualizing the optical detection pathways inside a compact instrument with multiple configuration modes required detailed 3D modeling of internal components not visible during normal operation, and the ability to represent each detection principle clearly without overloading the visual narrative. This is work that requires both life science domain knowledge and a production methodology built for scientific accuracy.
About REBUS Agency
REBUS Agency is a visual communication partner for IVD, life sciences, and MedTech. We work with Revvity, Tosoh Bioscience, and Erba Mannheim to produce 3D animations, product visualizations, and on-location video productions that make complex scientific technology clear and commercially effective.
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