Amgen Campus
Activations
Brand storytelling, company spotlights, and product showcases at multiple Executive Briefing Center locations.
Year
2017 - 2019
Client
Amgen
My Role
Project Management
Product Management
Account Management
Experience Strategy
On-Site Client Relations
In early 2017, our team at Britelite began a prolonged engagement with Amgen that resulted in activations across three of its corporate campuses. Our first project was for Amgen’s research campus in Cambridge, MA, where we collaborated with NBBJ on a complex, multi-media presentation environment.
In Cambridge, each of Amgen’s competitors has a similar campus in close proximity, featuring beautifully branded artwork and interactive storytelling. Amgen needed to both catch up and surpass their competitors in this department to differentiate itself in this environment. The space ultimately included:
A high impact 8K resolution LED wall with custom-built video playback engine and content rendering.
A 4K companion touchscreen, feature 3D content experiences.
Interactive story columns that used proximity sensors to respond to visitors and trigger interactive patient stories.
Holographic displays showcasing 3D molecules utilized by Amgen in its therapies.
Our team leveraged these surfaces to tell the story of how Amgen utilizes molecules that exist naturally as the basis for their novel therapies, by transforming them from their natural states into ones that target diseases by design. These are known as their drug modalities, and we wanted to visualize this amazing microscopic world otherwise only visible to Amgen’s researchers.
While we deployed the experiences in Cambridge, our team began the early stages of a second project at Amgen’s Thousand Oaks, CA headquarters. For the first time, Amgen was securing its entire campus and funneling all staff and visitors to a single security checkpoint. The project team wanted to take advantage of the opportunity to create a space that tells Amgen’s entire story in ways that build higher brand equity and allow them to quickly communicate complex information to visitors, dignitaries, and business partners.
We once again collaborated with architects to strategically place several immersive activations around the space in ways that blended into the surrounding design features. Once completed, the activations led audiences on a multi-faceted journey, both physically and digitally. Experiences included an interactive history of Amgen; a deep dive into its mission, vision, and values; a showcase on Amgen’s development process, from initial research all the way through manufacturing; and story columns that facilitated interactive Q&A sessions with Amgen’s scientists and philanthropic beneficiaries.
