Social Video
90-Second Social Video
Short-form video introducing the lab expansion story.
Watch Video
Project Overview
The expansion of Amgen's Small Molecule Drug Discovery Labs in South San Francisco created an opportunity to tell a broader story about the company's investment in the future of scientific discovery. A ribbon-cutting ceremony marked the opening of the expanded research space and brought together Amgen leaders, scientists, and employees to celebrate the milestone.
The communications plan extended the story beyond the event itself by showing how the new labs bring science, technology, automation, and integrated research teams together. The goal was to make a complex R&D milestone clear and engaging while reinforcing how next-generation lab capabilities help scientists learn faster, make better decisions, and move potential medicines forward with greater confidence.
Strategy
To amplify the lab expansion, a multi-channel communications strategy turned the ribbon-cutting ceremony into a broader science and innovation story. The content strategy combined event storytelling with behind-the-scenes access to the labs, helping explain complex scientific processes in a way that felt clear, visual, and accessible for internal and external audiences.
As Project Manager, responsibilities included leading the editorial strategy, coordinating communications, digital, creative, and production teams, managing timelines and approvals, and aligning content across internal and external channels. Each asset was developed for a specific audience and platform while supporting one consistent story: Amgen's next-generation labs are designed to bring teams and technologies closer together and strengthen how potential new medicines are discovered.
Campaign Assets
Editorial Content
Amgen.com Featured Story
Editorial story connecting the milestone to R&D innovation.
Read Story
Social Post
Executive LinkedIn Post
Leadership post connecting the milestone to discovery priorities.
View Post
Social Post
Executive LinkedIn Post
Additional leadership amplification for priority audiences.
View PostResults
The campaign transformed a single ribbon-cutting ceremony into a broader multimedia storytelling initiative that extended the life and reach of the lab expansion story. By combining editorial content, short-form video, event storytelling, social media, and internal communications, the project created multiple ways for employees and external audiences to engage with Amgen's research and innovation story.
Beyond individual content performance, the campaign helped make a complex scientific process more accessible and demonstrated the value of building an integrated communications strategy around a key R&D milestone. The work reinforced Amgen's commitment to scientific innovation and positioned the expanded labs as more than a new facility: an investment in the people, technology, and research capabilities shaping the future of drug discovery.
Reach
Placeholder for audience reach, impressions, or article traffic.
Engagement
Placeholder for employee, social, or stakeholder engagement.
Brand Value
Placeholder for brand, reputation, or business communications value.