The launch of Illumina's groundbreaking 5-base Solution introduced a revolutionary method for concurrently measuring DNA methylation and genetic variation, delivering exceptional accuracy, simplicity, and scale. The comprehensive campaign supporting this launch featured a central video asset, designed for adaptability and segmented use across social media, complemented by a suite of print materials intended for targeted distribution.

Ideation / Pre-production

Collaborating with a team including a copywriter, project manager, video producer,
and video director/editor, we brainstormed various concepts and approaches. We collectively agreed on the strongest approach to effectively showcase the information: an interview style featuring overlaid graphic animations to visually support the spoken content. Our presentation document utilized AI-generated images to illustrate the intended filming environment and provided static examples of on-screen text and potential motion graphics.

Production

The video was filmed during a single production day at a chosen location. To uphold a sleek, minimal aesthetic, the set environment was thoughtfully designed with carefully selected props primarily in neutral colors, punctuated by subtle pops of the branded pumpkin hue. As scripted, the talent included specific gestures intended to visually engage with the graphics that would later be animated onto the screen.

Post-production

Upon completion of filming, our team immediately focused on editing the footage to align seamlessly with the script. Concurrently, I began creating the title card, chapter cards, on-screen text, and all necessary motion graphics. Throughout post-production, we maintained a fluid workflow, collaboratively sharing comps, footage, and alpha render assets to piece the final video together. Our real-time communication regarding progress, challenges, and asset needs was
highly effective.

Final deliverables

The final video was exceptionally well received by stakeholders and served as a powerful showcase of our creative team's diverse skillset and capabilities. The success of this project validated our process for developing, conceptualizing, and delivering end-to-end video and campaign assets. The full video was deployed on both the company website's product page and its YouTube channel, while segmented chapters were strategically adapted for social media, each focusing on specific benefits of the 5-base Solution. This digital content was part of a broader campaign that included accompanying print materials made available to potential clients and the target audience.