Embrex in ovo vaccination technology is based on a novel idea – What if we could initiate disease protection in chicks before they hatch? 

Zoetis set out with a goal to obtain a promotional video that communicates the success and effectiveness of this fascinating technology and its exciting future but wanted something more dynamic than a typical corporate video. 

Familiar with CRY’s previous successes in healthcare-focused work, Zoetis reached out to CRY directly with an exciting, but challenging, request: To create and tell The Embrex Innovation Story with the smallest crew possible to safeguard against the risks associated with Covid. 

Familiar with his strength in previous documentary work and awarded travel content, CRY tapped newly rostered director Mwita Chacha for a production that filmed in five different states around the US.

With branding and logistical support from advertising agency Bader Rutter, CRY collaborated to bring to life The Embrex Innovation Story for Zoetis.