All copywriters know that the most difficult projects are often the ones that require the fewest words. CellFE wanted help explaining their microfluidic technology to potential customers in a way that could be used on their website, shared on social media, and leveraged by sales staff in the lead nurturing process. Writing the script for this 30 second explainer video was an exercise in distillation, revision, and collaboration. Care was taken not to overburden the video with text, and the graphic design team deserves immense credit for creating a very engaging visual storyline while maintaining technical accuracy.