Exo Iris Product Launch

Commercial Communication, Strategy and Creative Marketing Campaign

Marrying human-centered storytelling with multiple product launches is a delicate balance between showcasing the impact on people’s lives and highlighting the technology. Authors’ creative strategy was to illuminate the profound impact of point-of-care ultrasound, not only on patients but also in helping get healthcare professionals better answers. This cutting-edge tool, accessible on mobile devices, places ultrasound imaging literally in the palm of their hands.

Emotional Outcomes

We crafted a narrative that resonates with both healthcare professionals and patients alike, underscoring the transformative potential of point-of-care ultrasound in modern medicine. Eschewing explanatory voice over and focusing on being in the moment, we wanted to get a few tears out of audiences while highlighting the revolutionary details of the UI.

Flexibility in Action

UI in flux? Not a problem. For tech start-ups it’s quite common for marketing timelines to be ahead of engineering timelines, with Exo we were able to shoot accurate hand to phone movements on set. We then built a realistic representation of their software with screen captures of the UI and real scan footage from the Exo Iris ultrasound for composite into the spot.

Real People

From the beginning we knew our talent had to represent the beautiful diversity of the people who make healthcare possible. The world didn’t need another healthcare ad that looked like stock footage of models pretending to be doctors. Standing out from typical healthcare ads we leaned into lighting that was cinematic, warm, and little gritty, to communicate that the Exo Iris is build for real people in the real world.