Illumina Brand Vision Videos

Situation:

Prior to Illumina's genomic solutions becoming affordable for broader use, they were being used by researchers in select institutions. The company knew that it was a matter of time before its solutions would become affordable for the masses, but in the meantime they wanted to share with employees, investors, and potential customers the vision for how Illumina's genomic solutions had the power to unlock the possibilties in improving human health.

Action:

Create assets that highlighted the power of genomics in real-world applications.

Adventures in Genomics Video Series:

Video series showcases Illumina's genomic solutions being used to advance human health across various applications. The expectation was that this series would inspire researchers to use Illumina's solutions in novel new ways in their work.

Working closely with the research communications team, we decided on a journalistic approach to highlight diverse applications using Illumina's genomics solutions. We used immersive storytelling through in-depth interviews and visual elements to engage viewers emotionally. The video series called "Adventures in Genomics" was created.

Every month a new segment was published and shared with employees, and current and prospective customers to inspire and motivate them to consider new applications using Illumina genomic solutions.

Results: Over 5K views per segment. New customer acquisition data not available.

Illumina Corporate Vision Video:

The CEO wanted to create a video that articulated the company's vision by painting a picture of a better future enabled by Illumina's genomic solutions. The content strategy was informed by a brainstorming session with the CEO and his C-Staff where they shared their hopes for the future across various applications -- cancer, prenatal health, genetic disease, agriculture, and infectious disease.

The video painted a picture of the company's future vision, imagining it happening in the present, and using employee voices to tell the story.

Results: Over 48K views. High employeee engagement and satisfaction. CEO and his leadership team was extremely pleased with the end product and for many years the video appeared on the company's website.

For both videos, we used an emotive, highly dramatic approach which was informed by the corporate brand identity style guide for videos.