technology is cool. But outcomes are way cooler.

IMRIS brand identity

My Role: CONCEPT DEVELOPMENT, COPY, SCRIPTING

What does an outcome look like?

When I started researching our client IMRIS, a medical technology company, I couldn’t get that question out of my head. Yes, the tech itself is very cool. And yes, the data showing its impact is impressive. But how do we translate those abstract ideas into real emotions?

That’s where “For the Human Experience” comes from. This campaign looks at patients on an operating table through a different lens. Who are they, outside the OR? An artist? An athlete? Somebody’s mom or dad?

By taking this imaginative perspective, our campaign struck a cord with surgeons and inspired more hospitals to invest in this life-saving technology. Which is music to my ears.