As a provider of genomic sequencing solutions, Illumina supports researchers and scientists working to improve human health. During the SARS-CoV-2 global pandemic, Illumina had the opportunity to highlight its direct involvement in combating the spread of disease—through mutation monitoring, community surveillance, and as part of the toolset that enabled the first COVID-19 vaccines.

This campaign positioned the audience in the seat of the researcher, wondering and working tirelessly to solve global challenges—either through a third-person view of them in their domain, or a first-person perspective of what they strive toward. Editorial images reflected the sincerity of the topic and reverence for the subject, paired with mature typography and language that exemplified our vision for a future that, for many, felt blurred, obscured, and uncertain.