SJM Portico Product Launch Campaign

St. Jude Medical was one of the world’s leading developers of artificial heart valves, cardiac pacemakers, cardiac catheters and other treatment solutions for heart valve disease and a host of other medical conditions. SJM came to us when preparing to launch Portico, the first fully resheathable aortic valve implantation system. Portico is unique in that it can be repositioned after placement allowing for greater precision and control.
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During concepting, I helped develop and design an iconic image of an archer, who represents impressive accuracy to hit his mark on the first draw, but if in need, able to reset, reposition, and draw back again in order to create the perfect shot.
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Using the Portico archer as the big idea, I was able to create a long living campaign consisting of brochure, advertisements, technical sheets, intro mailer, clothing, instruction kit and many other elements.

MEDICAL TECHNOLOGY