Foundation Medicine (NASDAQ: FMI) commissioned us to tell the story of its revolutionary new genomic cancer test. We at Bluedeeno believe that clients don’t just buy what you do, they buy why you do it. So we dug a little deeper and found that the CEO’s mother succumbed to the disease. After much research we found that almost everyone else at the company (from the founders to the admins) have been personally touched by the disease. We also spent time with patients and learned about Heather’s very personal and powerful cancer journey. What you’ll see here is a campaign told with both the head and the heart using interviews with several top executives and scientists alongside Heather who credits Foundation Medicine with saving her life. Over 100K views and six months later, Roche acquired a 56% stake in FMI for $800M.