A biotechnology pioneer since 1980, Amgen has grown to be one of the world's leading independent biotechnology companies, has reached millions of patients around the world and is developing a pipeline of medicines with breakaway potential. Amgen created interactive web stories which, showcased the release of new technologies to the world. The Reference improved the performance of these interactive stories and brought their designs to life.

About the Project

Creating a story

Amgen had an existing story framework, built on custom JavaScript to provide a story experience that details their work. Our task was to create a new story within that framework. After reviewing how the existing stories were built, we asked to create a new framework based on existing front-end standards and using the power of the existing CMS platform (Sitecore).

We discovered that the existing framework presented multiple challenges: slow loading pages, inconsistent scrolling and massive battery drain. A new solution needed to keep the story nature of the existing framework, but improve the performance, usability and maintenance. The experience for the modalities needed to work for both desktop and mobile browsers in a native way.


The Solution

Building on standards

Our experience led us to build a framework on existing standards. Tools such as greensock and foundation were used to build the story experience. In addition, each modality had detailed 360 degree views that needed to be shown. Amgen provided hundreds of detailed images for each modality which is used to enable an interactive experience of rotating and zooming in on the modality without sacrificing performance. Next, we set out to create an experience that had touch on mobile and traditional mouse controls on desktop. The rotate and zoom on touch devices can be used with dragging the scrub bar or clicking the buttons.


The Results

A high-performance unique story experience

The story is a complex front-end development framework built on top of existing standards. The use of standards and advanced techniques allows the story to provide a smooth user experience throughout without removing details or interactivity. The result is a set of pages that create a unique interactive story experience across all devices.



Decrease in page load times


Distinct experiences: mobile and desktop


Unique interactive story showcasing 11 modalities



Amgen is one of the world’s leading biotechnology companies. Amgen is a values-based company, deeply rooted in science and innovation to transform new ideas and discoveries into medicines for patients with serious illnesses.

Related cases

The Reference has its office in the heart of Manhattan.
“I want to wake up in that city that never sleeps, and find I'm king of the hill, top of the list, head of the heap” – Frank Sinatra