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Amgen, one of the world's largest biotech companies, wanted to market a new medication for patients afflicted with a rare blood illness. The 'gold standard' remedy for decades had been to remove the spleen, a major surgery that mysteriously resolved the problem in 2 out of 3 patients.
Amgen's new medication was effective and had the added benefit of leaving the patients with their perfectly good spleens.
For this complex piece of marketing, Amgen hired Jay to write and produce this 28-minute video, relying on his deep background in medical science and his journalistic chops to render an authentic feel with a 'newsy' demeanor.
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