Launching the Illumina
NextSeq 2000

Role: creative strategy Director

Responsibilities: creative, strategy, and verbal design oversight, creative direction, executive presentations

Project overview

To launch the NextSeq 2000, we developed a 360° campaign built around the creative idea of light as a source of discovery—a metaphor for sequencing’s power to illuminate breakthroughs. This concept guided the launch video, product details video, and KOL interviews, where dynamic light visuals highlighted the platform’s precision and impact. We extended this theme across email, banners, and social media, ensuring a cohesive experience that resonated with researchers and scientists. By combining expert insights with striking visuals, we positioned the NextSeq 2000 as a breakthrough in sequencing, making its benefits clear, engaging, and accessible.

Results

37 million targeted impressions in 6 weeks

95% of traffic to systems page was campaign driven

Exceeding CTA benchmark ~17x

406 leads from a campaign built only for awareness

Credits

• AM:COLLAB

• Illumina Design Studio

• R/GA

• AV Studios

• Nice Little Picture

• The Mill

• Buck