Stingray “No Way”
Stingray is one of Europe’s most innovative companies. As part of Novo Nordisk — Europe’s largest company by market capitalisation — Stingray has redefined how the world understands fish welfare.

Their pioneering technology uses advanced underwater cameras, machine learning, and surgical-grade laser precision to detect, scan and eliminate sea lice with extraordinary accuracy — without harming the fish or disturbing the delicate balance of their habitat. It is a breakthrough that solves one of aquaculture’s greatest biological challenges, and a symbol of precision, gentleness, and unwavering care.

To mark the company’s 15-year journey, we created a brand film celebrating Stingray’s relentless belief in its invention, its product, and its purpose. A film that instills pride internally, strengthens confidence among customers, and reminds an entire industry how a once-impossible idea became a global standard.

The script revolves around a single word — “no” — a word that shaped Stingray’s story in two opposite ways.

At first, “no” was all they heard.
No chance.
No future.
No way this will work.

Their vision was dismissed as unrealistic — even absurd. A laser that could remove a parasite in open water, on a moving fish, with zero collateral damage? No. Absolutely not.

Like every great revolution, one word kept returning: “No.”
But Stingray refused to listen. They chose their own version of “no.”
No stone unturned.
No half measures.
No shortcuts.
No excuses.

That became their philosophy. And ultimately, their advantage. The more they said no to the industry’s old ways, the more the industry began to say yes to theirs.

From sceptics to supporters.
From doubters to believers.
From no way to a new way.

Today, Stingray sets a new standard for fish welfare in aquaculture. A standard built not on what others told them they couldn’t do, but on everything they refused to accept.

Through a visual journey — from iconic breakthroughs in history to Stingray’s own innovation arc — the film reminds viewers that there are two kinds of no in this world:
The no that limits possibility — and the no that creates it.