I was truly honored to be part of this project for Sequencing.com. Before jumping into editing, I wanted to fully understand the brand’s visual tone, target audience, and storytelling approach.
I began by researching Sequencing’s brand identity and exploring how competitors present themselves across TikTok, and Meta. This initial exploration helped me understand how their content connects with both curious, health-minded users and those simply browsing for engaging short-form videos.
Through my research, I discovered two key trends:
Social Media Approach: Brands in this space tend to favor quick, high-energy edits that emphasize personality and fun for platforms like TikTok and Instagram.
Website Experience: In contrast, Sequencing.com maintains a more professional, trustworthy presence, focused on education and empowerment for users eager to learn about their genetic makeup.
My goal was to merge these tones—creating a video that’s visually engaging yet authentic and educational.
The creative brief outlined clear deliverables:
Two formats: 9:16 (1080x1920) and 4:5 (1080x1350)
Length: 30–45 seconds
I chose to work with the second video, which featured more movement and interaction. The talent’s engagement with the product (unboxing, demonstrating the kit, etc.) created natural storytelling beats ideal for social media and brand-aligned storytelling.
Final Cut Pro – Main editing, trimming, transitions, and pacing.
Canva – Subtle overlay effects and animated branding assets.
Notion – Documentation, version control, and time tracking for my process.
The raw footage was nearly 5 minutes long, but the goal was to deliver a cohesive story in under 45 seconds. To achieve this, I focused on keeping only the essential highlights:
Key Story Beats:
Introduction to Health Journey
Genetic Sequencing Suggestion
Discovering Sequencing.com
Unboxing the Kit
Activating the Kit
Preparing for Sample Collection
Mailing Off the Package
This story centers around Jessica Kiss, who discusses her experience struggling with dysautonomia POTS (Postural Orthostatic Tachycardia Syndrome) and seeking answers through medical professionals. Her discovery of Sequencing.com becomes a turning point.
She demonstrates the step-by-step use of the kit:
Scanning the QR code
Activating the kit online
Preparing by avoiding food or brushing
Swabbing and sealing the vial
Labeling, packaging, and mailing the kit
Given the number of steps, I distilled this down to visual highlights that best conveyed clarity and action, ensuring viewers could follow along without feeling rushed.
I used brand-approved fonts and logos supplied by Joska, and tried to keep the closed captions in the frame and avoid
Integrated animated logos in both the intro and outro for visual balance.
Chose minimal transitions to maintain a clean, professional feel.
Added music with soft rhythm, keeping the volume subtle enough to preserve Jessica’s voiceover clarity.
Problem & Solution
Jessica shares her health concerns.
Box Reveal
Demonstrating product activation.
Sample Prep
Opening and using the swab kit.
Mailing
Final send-off, completing the journey.
Finished Product
This project was both an exciting and educational experience. It challenged me to balance storytelling, pacing, and brand integrity within a tight timeframe. I’m incredibly thankful to the Sequencing team for the opportunity to bring their message to life—and I truly enjoyed every step of this editing challenge.