Turning Complex Science into a Compelling Story
When Professor Ronan Mccarthy from Brunel University’s Antimicrobial Innovations Centre (AMIC) reached out, he had a challenge that felt all too familiar: how do you make complex, technical research land with real-world impact?
The mission of AMIC is ambitious—tackling antimicrobial resistance (AMR), a global health threat that affects everything from hospital infections to food safety and climate resilience. But like many research centres, their story was buried under dense text and academic language. Ronan needed a way to communicate AMIC’s vision that was sharp, succinct, and memorable—something that would stand out to researchers, funders, policy makers, and business partners alike.
That’s where 42 South Films came in.
A Story-First Approach
From day one, we knew this wasn’t about simply showcasing labs or listing off technical achievements. It was about telling a bigger story: one that showed why AMIC exists, what makes it different, and the real-world impact it’s poised to deliver.
We started with a clear narrative arc—what’s the global challenge, what’s broken, and how is AMIC solving it? We anchored this around their five research pillars:
- Lab-based antimicrobial discovery and repurposing
- AI-guided computational drug discovery
- Advanced drug delivery and formulation
- Environmental antimicrobial resistance
- Societal and legal impacts of AMR
Each pillar had its own depth, but the real power was in how they worked together. That interdisciplinary focus—linking science, technology, law, and culture—is what makes AMIC different. So we made that the heartbeat of the script.
Execution Backed by Precision
We brought in an agile crew, worked flexibly on-site at Brunel over three packed days of filming, and captured a mix of interviews, labs, and aerial shots of the campus. But the real reason this video works? The planning.
We pride ourselves on making life easy for our clients. That means nailing the story before the cameras roll. Once we hit record, we knew exactly what we were capturing and why. No fluff. No filler. Just purposeful content that supports the narrative.
The Final Product
The result is a crisp 2-minute video that Ronan can now use to pitch AMIC’s mission to multiple audiences—academics, funders, government bodies, and industry collaborators. It's a powerful asset that tells a complex story without losing people in the weeds.
For a centre like AMIC, where the stakes are high and the mission is urgent, that kind of clarity is everything.
At 42 South Films, this is our wheelhouse—telling bold, high-impact stories with precision and polish.
If your team is tackling something big, but struggling to say it right, let’s talk. We turn complex into compelling.
