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Illumina - The Genome Era - NovaSeq X

Illumina is the leader of genomic sequencing, pioneering technology to help solve humanity’s most complex problems. For their first ever brand film we wanted to avoid the traditional hype film so prevalent in the worlds of tech. Instead, we set out to capture the soul of the company and pursued deeper truths through fluid animated visuals that lead the audience on a journey from dream to reality.

Role: Creative Director

Credits : 

Client : Thorne

Agency: FIG

Studio: BUCK

Executive Producer: Kitty Dillard

Creative Directors: Dan Marsh & Liron Eldar-Ashkenazi

Producer: Mackenzie Alexander

Art Director: Kevin Heo

Lead 3D Animator: Taylor James

2D Animation Lead: Gilles Desmadrille

Storyboard: Tucker Klein

Design: Freya Yeh, Gunnar Pettersson, Hannah Sun, Kevin Heo

Twisha Patni, Yukyung Lee, Zack Williams

3D Animation: Auron Luxe, Hannah Sun, Hernan Lindenbaum, Rifat Muharram, Emiko Inskeep

2D Animation: Fabien Rousseau, Hannah Sun, Jordan Scott, Po-Chen Chia

Editor: Billy Kostka

Assistant Editor: Oliver Lin

An abstract Story

Author Arthur C. Clarke once said that “Any sufficiently advanced technology is indistinguishable from magic.” To us, Illumina was that.

It was the beginning of summer. The LA days were long and hot. Then, like a breeze, a brief wafted through the door—a brief full of excellent writing, exciting gifs, and beautiful gradients—telling the story of a brand who wants nothing less than to change the world. Our collective eyebrows raise.

The Story of the Genome

We embarked on a journey to reimagine storytelling for such a complex topic, a story that would appeal to scientists and laypeople alike. A story to inspire the next generation of researchers to focus on this life-saving field aiming to find a cure for any kind of cancer—the same field that brought us the COVID-19 vaccine in record time. Now we’re excited.

Genomes tell a story beneath the surface. Like screenplays, they hold the potential and possibilities to be captured. And, like a good script, they are a starting point. We needed to go deeper to express their ultimate potential.