Don't just launch a product. Launch a platform. 

GE Healthcare approached us to pitch their radiology products business. The assignment was to launch their newest line of scanners to an audience of some of the most prestigious doctors in the world. Instead of delivering a clever campaign showcasing the improved features of the cat scan machines, we decided to create a bigger platform around the content and people these products bring together. Think of it this way, if the Sigma MR750 is the new iPod, then Visionarium is its iTunes.

Role: Creative Lead  

Exclusive Content A Radiologist Would Kill For

The website would feature the benefits and details of the new scanners, but to create buzz within the community, we'd feature the CAT scans of one of the most talked about human specimens, Michael Phelps. This is like letting audio engineers pour over the master files of the Beatles White Album. 

If the scanner is the iPod, Second Look is the iTunes. 

Each machine would come with exclusive software that allowed users the ability to network to any other hospital or doctor using a GE Scanner. Radiologist around the world can share CAT scans, learn about new methodologies and discuss findings. Buying into the system would allow doctors the ability to access the largest library of scans in the world. 

Something for the kids

Beyond the technology, we would also deliver best in class experience. Using other GE products, we could outfit exam rooms to instantly transform into warm and inviting experiences for little kids. From and underwater adventure (with Nemo) to landing on the moon with Buzz Lightyear, kids could instantly feel at ease while undergoing sophisticated (and often scary) procedures.