Project Overview
On April 25, 2025, teams across Amgen came together to mark DNA Day and highlight how far the science of genetics has come. The campaign focused on the 98% of DNA once largely overlooked, often called the "dark genome," and its growing role in understanding disease and opening new possibilities for discovery.
The moment created an opportunity to make a complex area of science more relevant and accessible while highlighting the people, research capabilities, and AI-enabled discovery work shaping the future of research at Amgen.
Strategy
Through science storytelling and leadership engagement, the strategy connected Amgen's research, AI capabilities, and people to a clear, forward-looking narrative about the future of discovery.
At the center of the campaign was a 90-second, man-on-the-street-style video featuring Amgen's Senior Vice President, Global Research and Chief Scientific Officer. The informal format followed the research leader through Amgen's San Francisco research site, stopping colleagues to ask what they knew about the "dark genome" and what they had planned for DNA Day, bringing energy and personality to a complex scientific topic.
Campaign Assets
Social-first video and leadership amplification helped make the "dark genome" more approachable while connecting DNA Day to Amgen's broader research, AI, and discovery narrative.
Results
The campaign demonstrated how short-form video, executive visibility, and coordinated multi-channel amplification could make complex science more accessible while strengthening awareness of Amgen's research and AI-enabled discovery capabilities.
The results show that audiences engaged with the story at meaningful scale, with strong reach, video consumption, and interaction across social channels. The performance reinforced the value of using timely science moments to connect executive storytelling, employee engagement, and digital-first education.