Improving Health Through the Power of Genomics

Illumina had built the machines that power most of the world's DNA sequencing — but outside the lab, almost no one knew who they were or why it mattered. Their existing communications were built for researchers and lab technicians who already understood the technology. The opportunity was to reframe genomics not as a scientific discipline, but as a transformative force in everyday life. The science was extraordinary. The storytelling hadn't caught up yet.

The Approach

Rather than abandoning technical language entirely, the work found a more precise balance — stripping jargon while still showing sequencing on screen, but in a modern, visual way that created intrigue and played with light to honor the origin of Illumina's name. Both films frame genomics through the lens of impact, and then extend that story into the platforms and environments where it needed to live.

Created entirely by Illumina's in-house creative team, this platform proved the concept before any agency was involved. A carefully crafted visual system — anchored by the silhouette of a woman with DNA sequencing data streams overlaid — became a declaration of purpose that employees, researchers, clinicians, and investors could all rally behind.

Digital & Social

The visual system extended natively into digital — email campaigns, LinkedIn, and Facebook — using the same DNA strand imagery and human-first copy to reach clinicians, researchers, and investors in the platforms they used daily.

In-House Brand Film — :30 — One Club San Diego Award — Writing

With the brand platform proven internally, Illumina conducted an extensive agency search to find the right partner to scale the story globally. The search came down to two finalists — FIG and Mother — before Illumina selected FIG for their ability to honor the humanity at the core of the platform while elevating it for world-class production.

Brand Film — In partnership with FIG — Global Social, Pre-Roll & Events — One Club San Diego Award