n/a; submission is in English

We partnered with a globally renowned CGI company to deliver the first in a series of hero visuals that led our tactics, immediately paying off the promise of Auryon the second a physician interacts with our campaign. We personified lesions as creatures that hide in the vessel, each focused on a different issue, ranging from stubbornness to complexity. The blue light entering the vessel represents the Auryon laser, suggesting that the creature is about to meet its demise. The darker, more ominous tone suggests the seriousness of the issue, with the promise that that darkness is about to be vanquished by the device. In building this visual story, we immediately put daylight between ourselves and the competition, who primarily focus on hero shots of their device and technology.

The product is regulated as a medical device. There are strict criteria around who can use the device, which procedures it can be used for, and when it can’t be used. All work must be approved by client science/regulatory teams and must be supportable with peer-reviewed data.

The campaign was targeted at a small group of healthcare professionals: those who perform peripheral atherectomy procedures. The work promised a new, better device to aid their procedures while demonstrating an understanding of what they face every day.