BD MAX™ is an impressive molecular diagnostic solution, capable of analysing 40+ different pathogens and processing up to 96 samples every 24 hours. However, most labs were unaware of its full possibilities.

How could we open their minds to the maximum potential of BD MAX™?

Many laboratories bought the BD MAX™ during COVID-19 to solely analyse SARS-COV-2. However, most were unaware that the device had the potential to achieve much more, offering an innovative and expanding suite of molecular solutions to meet a far broader range of their needs.

We needed to demonstrate the device’s future-proof versatility to Lab Technicians and Directors, while also setting BD apart as a leader that thinks like no other.

To cut through the noise, we created a world-first.

Using a mix of math, science and musical experts, we were able to analyse a pathogen’s protein sequence and turned the makers into sound – enabling the world to hear bacteria or virus for the first time.

This unique fusion of science and art would enable BD to showcase the capabilities of the BD MAX™ solution to their audience at a VIP educational event in Paris.

With the pathogen specific sounds created, the stunning musical mixer interface designed, we turned to our partners at Medico Digital to code the digital experience.

The result was a beautiful event where users could intuitively select pathogens and mix the sounds together to create their own masterpieces and understand how the BD MAX™ could enable their labs to work in harmony.