Because our film unit is in house, we work very closely with our scientific writing and account management teams to make sure we have a full brief. We start by creating a storyboard for each project then, when we are interviewing our clients’ customers, we have a pre-approved question guide at the ready. These usually focus on product benefits, but can get quite technical, so we make sure that interviewers are clued up on the relevant science in advance. We can also write full scripts if necessary, and use autocue software to prompt interviewees if this puts them more at ease. So yes, we do understand the science, and it’s never dumbed down. But we also make sure that it’s communicated in a succinct way that engages with our clients’ target audiences.