Siemens Healthcare approached us for help to develop a marketing strategy for the launch of a new high-end service targeting both current and potential customers of hybrid operating rooms. After a phased approach was developed I directed the task of creating a unique and sleek campaign which led the creative for various tactics. One of the main solutions developed was a responsive microsite which included video, plan comparisons, an implementation roadmap and a resources page.
The campaign look and feel was minimalistic, organic and carried a humanistic focus all of which was a direct correlation to the design and purpose of the hybrid operating rooms. The campaign balanced the Siemens brand by incorporating their color palette and typeface, but truly pushed the boundaries of their more corporate look in an effort to stand out as the innovative thought-leaders they are in the healthcare vertical.
Another unique piece created for the campaign was a high-end welcome kit given to select C-level customers and provided an overview of the service. For this project I designed various options with associated costs for client review. We ultimately produced a tri-panel center box pocket presentation folder with a custom die-cut slip cover. Provided in the kit was a brochure, personal letter, and 2 custom engraved silver USB cards which included resources and a video.
As art director I also helped concept, plan and oversee a 2.5 day shoot which captured footage and stills for the campaign's hero video. With a small crew and cast of talent I helped bring our storyboard to life by reviewing shots, managing talent, wardrobe, client questions and our schedule. From the footage captured we produced both a long version and a shorter version that was included in the campaign's microsite, youtube page, welcome kit and a video brochure.
