100k Imaging Milestone

The Challenge

UK Biobank set out to mark an extraordinary achievement: reaching 100,000 whole-body scans of participants, the largest project of its kind in the world. This milestone represented years of innovation and dedication from their teams and partners. The brief was clear – create two videos, one internal and one external, that would celebrate the milestone, capture pride, and demonstrate the global impact of this achievement.

Our Approach

We began by working closely with the UK Biobank team to understand the significance of the milestone and the key messages to communicate. For the internal video, our focus was on warmth and celebration – highlighting the pride of staff across all sites and ensuring every contribution felt recognised. For the external video, we shifted the tone towards scale, ambition, and impact – emphasising how unprecedented the achievement is for science, research, and future healthcare.

Using a blend of existing footage, staff and participant testimonials, conference clips, and newly created graphics, we crafted a visual narrative that avoided heavy “talking heads.” Instead, we leaned into dynamic storytelling with motion graphics, animated data, and short, authentic human moments to keep both videos engaging and visually impactful.

The Solution

• Internal Video – Delivered as a celebratory piece for staff, showcasing B-roll from imaging centres, heartfelt comments from employees and participants, and powerful animated overlays showing the scale of the achievement.

• External Video – Designed for funders, partners, and the wider health research community. This film combined researcher testimonials, new animated graphics, and impactful statistics to highlight the scientific importance and global scale of the 100k milestone.

• Social Media Assets – Vertical cut-downs optimised for LinkedIn, Instagram, and X, ensuring the story reached the widest audience with platform-ready versions.

The Impact

The videos launched in July 2025, aligning with UK Biobank’s official 100k milestone announcement. Internally, staff feedback was overwhelmingly positive – employees across all sites expressed pride in being part of such a historic project. Externally, the content was picked up across social platforms and media outlets, amplifying UK Biobank’s reputation as a world leader in medical research. Funders and partners praised the clarity, impact, and creativity of the campaign, reinforcing confidence in the future direction of the project.

UK Biobank External Video