Recerclip ICIQ
Generalitat de Catalunya
Creative concept
Audiovisual
Casting and influencer management
The Inter-university Council of Catalonia (CIC), the institution in charge of coordinating the university system in Catalonia, produces a series of short videos presenting research centres, known as Recerclips. The aim is to bring science closer to young people in secondary and baccalaureate education.
In 2025, the Recerclip was scheduled to feature the Institut Català d’Investigació Química (ICIC), European benchmark chemical research. The goal: to show students that science – and chemical research in particular – can be an exciting career full of professional opportunities.
The challenge for Eliptic was to transform that educational message into an audiovisual piece capable of
connecting emotionally with Generation Z: a format that was in-touch, captivating and digitally paced that
could portray science not as something distant, but as something that was
a real possibility for their own future.
The creative concept
We started from a universally popular expression:
“Hay química entre nosotros” (We’ve got chemistry).
The objective was clear: bring the brand closer to the professional public, with a narrative that combined innovation, reliability and environmental commitment.
It was a phrase we’ve all said at some time or another… but what does it really mean to have chemistry?
Based on this idea, we built a story that united the chemistry of emotions with scientific chemistry, showing that both share the same essence: connection.
The result was a dynamic, fresh audiovisual piece in the style of a romantic comedy, starring influencer Cèlia Espanya. A momentary connection with the camera and with the public. Natural, unfiltered energy, like science itself. Did they have chemistry? Well, you’ll have to see for yourself….
Her curiosity would lead her to the ICIQ, where, together with various researchers, she’ll discover that chemistry is behind many of the breakthroughs that make
our present and future possible.
Execution
The format took its inspiration from UGC (user-generated content), with
video-selfie aesthetics, first-person shots and a natural language, designed to
connect directly with adolescent audiences.
The script was divided into three thematic blocks that linked
humanity’s major challenges with the research being carried out at the ICIQ.
The audiovisual production combined real interviews with ICIQ researchers,
explanatory animations and an agile narrative tone, capable of transforming scientific concepts
into human stories.
The result
The Recerclip featuring the ICIQ brought chemical research closer in an accessible, fun way,
with an aesthetic akin to the digital language of social media.
The piece thus reinforced the role of the CIC as a driver of the Catalan research and innovation system
and of the ICIQ as a benchmark for scientific innovation at the service of
society.
The impact was also reflected in the results: the video got over 170,000
views on YouTube, almost 100 times the average of
previous editions (which ranged from 600 to 1,800 views). An
unprecedented improvement that demonstrated our ability to connect with a
young public through a language and storytelling adapted to their digital environment.
A video which, like chemical research itself, acted as a
catalyst: capable of arousing curiosity, generating knowledge and inspiring new
scientific careers among the younger generations.