WORK

23&ME

WHO WE HAD TO CONVINCE

We’re looking for that person who has questions about themself. Perhaps to better understand where they came from. To better know their place in the world. Or even in their family. Beyond the science, these are the real, human reasons people take a DNA test with 23&Me.

HOW WE DID IT

Like the product itself, we were absolutely true to life. We didn’t create characters. We met them. We didn’t write scripts. We listened. Not that our creative input was limited: we needed to craft these stories into 30- and 60-second slices of life. Lost siblings. Found families. Surprise sisters. Each snippet had to pack a powerful emotional punch.

WHY IT WORKED

Sure, DNA testing kits can tell you about inherited conditions and genetic risk factors. But unearthing real human stories let us move beyond such morbid curiosity. There are far bigger questions about who we are – and that’s a much more tempting lid to lift. Pass the cotton swab, please.

DO YOU LIKE WHAT YOU SEE?

Contact Us