Three Questions with Brian Calvert, MSc

Magnetic is rolling out “Three Questions”, a new feature where we interview other science communications experts in Canada and beyond. For our first edition, we connected with Brian Calvert from biofilm MEDIA, a Vancouver-based company specializing in visual storytelling for science.

1. How does your company approach translating complex science into compelling visuals?

Often, scientific content arrives dense with jargon, data, and details suited mainly for academic audiences. Rather than requiring clients to “translate” that information for us, we already speak the language—so we jump into the creative process quickly and with deep insight.

But understanding the content is only half the equation. Equally important is knowing who the audience is. Whether we’re creating for investors, the public, or an internal team, we work to identify the key messages that will resonate most. From there, we distill the science into clear, accessible elements that can be visualized through video, animation, graphic design, or a mix of media.

The result is not just simplified science—it’s strategically crafted visual communication that helps the audience retain the core messages.

2. Can you share a moment when visual storytelling made a surprising impact for a client?

Several years ago, we partnered with a team of nurse educators at Ridge Meadows Hospital. They were looking for a unique video resource to support in-service training for nurses and trainees—something engaging, memorable, and easy to revisit, helping reinforce best practices over time.

biofilm MEDIA took the Adele song “Hello” and rewrote the lyrics to narrate the step-by-step process for running a Code Blue (cardiac arrest). The video featured hospital staff performing the procedure in real time, set to the custom lyrics, with on-screen text highlighting key points. The result was a multi-sensory learning tool: the audience saw the correct steps, heard them through the lyrics, and was emotionally engaged by the visuals.

The response was overwhelming—staff found it both practical and inspiring. The coordinating nurse educators received an award from Fraser Health for achievement in quality and patient safety in response to the impact of the video. It remains part of the hospital’s standard Code Blue training to this day.

3. What do science organizations often get wrong (or overlook) when it comes to visual media—and what would you love to see more of in the field?

I’ve been there. When you’re surrounded by colleagues with similar training and immersed in field-specific language, everyone just “gets it.” But that internal fluency can create blind spots. Science-based organizations often underestimate the value of visual media, and it’s still common to see communications default to dense PowerPoint slides.

Digital media is often an afterthought rather than a strategic priority. But people get excited about what they understand—and high-quality visuals not only make complex ideas clearer, they also project professionalism and reinforce the organization’s identity. I’d love to see more science groups invest in thoughtful, well-crafted visual storytelling. It’s not just about communication; it’s about amplifying credibility, reach, and impact.