Illumina - Unseen Campaign
Establish the precedent for precision and personalized-care excellence in genetic rare disease testing through whole- genome sequencing by ending the patient’s long and arduous diagnostic odyssey.
Role: Associate Creative Director
Havas Now for Illumina - 2022
Mission Video
Algorithmic Rendering
Our clients at Illumina did not have a large budget to make a big impact video. Starting with simple voice over, music, textual elements and their campaign photography we were able to use algorithmic rendering of key campaign phrases, genes and rare diseases tied to the flow of the video to bring their mission to life.
12 KOLs – from the Genomics Institute at Shriners Children’s, Bostons Children’s, and Utah Health to iHope Genetic Alliance, ARUP Laboratories, Illumina and more.
The main payoff of the execution is featuring campaign heroes who are real-life HCPs and lab professionals who each play an important role in rare disease discovery and diagnosis. The heroes are featured across media to maximize impact and capture authenticity
The Unseen campaign is intricate and layered, using executions that encourage further exploration.
rare diseases and our reasons-to-believe are bold and impossible to ignore, steeped with scientific truths and discoveries associated with whole-genome sequencing, a nod to our audience’s shared mission.
