Spatial Surgery / tESSA launch

Smith+nephew - Creative Direction | Onsite production | product naming | value proposition | video editing | project management

2 years in the making, this project was a sweeping disruption as we created and launched a new category (and product) for Sports Medicine surgery. Working with a cross functional team, we created and named both the category (Spatial Surgery) and product (TESSA). We also took the team through Big Picture Marketing methods to develop a solid value proposition and targeted customer personas. The result of our launch was a video that comprised of a CEO interview, category reveal and product teaser. Working with 2 different agency partners as well as in-house creative team, we tell the story of our new technology in a highly disruptive way in the medical device space.