The challenge
The Food Standards Agency (FSA) commissioned us to help improve public understanding of how cell-cultivated products are regulated.
Often referred to as ‘lab-grown meat’, these products have attracted significant public interest and misinformation. The challenge was to explain the FSA’s role in a clear, impartial and accessible way, helping people understand how new foods are assessed for safety and accurately labelled before they reach consumers. The content needed to be available in both English and Welsh and work effectively across YouTube and social media channels.
Our solution
Working closely with the FSA, we developed a clear creative approach that balanced scientific authority with accessibility. Concise scripts and a simple visual style helped make a complex regulatory process easier to understand without compromising accuracy.
Filming took place in a working laboratory, with English and Welsh-speaking experts presenting directly to camera. Supporting footage of laboratory environments and detailed close-up imagery, captured using a specialist probe lens, helped bring the science to life and reinforce key messages from the script. The final films were produced in English and Welsh and delivered in multiple formats for use across YouTube and social media, providing the FSA with a flexible set of assets to support public engagement across digital channels.
