MedTech Launch
Campaign concept development, visual direction, motion direction, and scalable launch-ready creative assets.
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Challenge
Launch Abbott’s Liberta RC DBS System with a campaign that clearly communicated its rechargeable breakthrough while reinforcing patient-first innovation in a highly regulated category.
Approach
Led exploration across multiple creative territories grounded in the approved messaging framework. Each concept articulated a distinct product pillar including patient-centered innovation, compact design, and long-lasting therapy. Designed to challenge traditional healthcare creative norms, the campaign introduced a more confident and visually engaging brand expression while maintaining regulatory alignment. Developed adaptable assets to support testing and launch readiness.
My Role
Led a multidisciplinary team of designers and writers to develop and refine campaign territories, guiding creative exploration through stakeholder alignment and audience testing.
Working within an established messaging framework, I directed exploration across multiple creative lanes to articulate the product’s core advantages — patient-centered technology, compact design, and proven therapy outcomes. Each concept included headline systems, visual language, and adaptable assets designed for cross-channel execution and audience testing prior to launch.
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Campaign Territory 01: Freedom & Focus
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Campaign Territory 02: Steady Results
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Campaign Territory 03: Digital-first key visual system
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Landing Page Banner
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Social Assets
video
Motion Direction
Directed launch motion assets to extend the campaign’s visual language into dynamic storytelling formats for internal and external presentation.
Motion adaptation for digital distribution
see also
