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案例简介：周围动脉切除术很复杂。直到现在，医生才知道他们在动脉中会发现什么，直到他们进行中期手术并被迫保留一套工具。一系列工具影响了成本和结果。AngioDynamics开发了Auryon，这是一种多用途工具，可以处理血管内出现的任何复杂性。Fingerpaint团队很快意识到该设备是游戏规则的改变者，并开始针对一组不到12,000名执行周围动脉粥样斑块切除术的外科医生开展有针对性的运动。周围的旋切术空间很拥挤。竞争对手的设备在手术过程中为非常特殊的用途提供了不同的工具。但是，这些设备中的每一个都以相同的方式标记-作为专注于技术的电动工具。指画团队知道他们必须做一些不同的事情。他们设计了一个更抽象和视觉上有趣的活动，称为 “说再见”，而不是技术主题。它被一个承诺所锚定: 无论一个人在船上遇到什么，Auryon都能应付。该团队与CGI公司合作，提供了一系列英雄视觉效果，这些视觉效果将病变具体化为隐藏在船只内的生物。每个故事都集中在一个不同的问题上，从固执到复杂性。这样做，Fingerpaint立即使血管动力学与竞争之间保持距离。美国Fingerpaint为Auryon创建的设计广告，类别为: 制药。
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案例简介：Peripheral atherectomies are complicated. Until now, doctors never knew what they’d find in arteries until they were mid-surgery and were forced to keep a suite of tools on hand. The array of tools affected cost—and outcomes. AngioDynamics developed Auryon, a multi-use tool that handled whatever complexities arose in-vessel. The Fingerpaint team quickly realized the device was a game changer and began work on a targeted campaign for a group of fewer than 12,000 surgeons who perform peripheral atherectomy procedures. The peripheral atherectomy space is crowded. Competitors’ devices offer different tools for very specific uses during surgery. However, each of these devices is marked the same way—as a tech-focused power tool. The Fingerpaint team knew they’d have to do something different. Instead of a tech theme, they designed a more abstract and visually interesting campaign, called “Say Goodbye.” It was anchored by a promise: Whatever one encounters in a vessel, Auryon can handle it. The team partnered with a CGI company to deliver a series of hero visuals that personified lesions as creatures hiding within the vessel. Each story focused on a different issue, ranging from stubbornness to complexity. In doing so, Fingerpaint immediately put distance between AngioDynamics and the competition. Design advertisement created by Fingerpaint, United States for Auryon, within the category: Pharmaceutical.
Say Goodbye
案例简介：周围动脉切除术很复杂。直到现在，医生才知道他们在动脉中会发现什么，直到他们进行中期手术并被迫保留一套工具。一系列工具影响了成本和结果。AngioDynamics开发了Auryon，这是一种多用途工具，可以处理血管内出现的任何复杂性。Fingerpaint团队很快意识到该设备是游戏规则的改变者，并开始针对一组不到12,000名执行周围动脉粥样斑块切除术的外科医生开展有针对性的运动。周围的旋切术空间很拥挤。竞争对手的设备在手术过程中为非常特殊的用途提供了不同的工具。但是，这些设备中的每一个都以相同的方式标记-作为专注于技术的电动工具。指画团队知道他们必须做一些不同的事情。他们设计了一个更抽象和视觉上有趣的活动，称为 “说再见”，而不是技术主题。它被一个承诺所锚定: 无论一个人在船上遇到什么，Auryon都能应付。该团队与CGI公司合作，提供了一系列英雄视觉效果，这些视觉效果将病变具体化为隐藏在船只内的生物。每个故事都集中在一个不同的问题上，从固执到复杂性。这样做，Fingerpaint立即使血管动力学与竞争之间保持距离。美国Fingerpaint为Auryon创建的设计广告，类别为: 制药。
Say Goodbye
案例简介：Peripheral atherectomies are complicated. Until now, doctors never knew what they’d find in arteries until they were mid-surgery and were forced to keep a suite of tools on hand. The array of tools affected cost—and outcomes. AngioDynamics developed Auryon, a multi-use tool that handled whatever complexities arose in-vessel. The Fingerpaint team quickly realized the device was a game changer and began work on a targeted campaign for a group of fewer than 12,000 surgeons who perform peripheral atherectomy procedures. The peripheral atherectomy space is crowded. Competitors’ devices offer different tools for very specific uses during surgery. However, each of these devices is marked the same way—as a tech-focused power tool. The Fingerpaint team knew they’d have to do something different. Instead of a tech theme, they designed a more abstract and visually interesting campaign, called “Say Goodbye.” It was anchored by a promise: Whatever one encounters in a vessel, Auryon can handle it. The team partnered with a CGI company to deliver a series of hero visuals that personified lesions as creatures hiding within the vessel. Each story focused on a different issue, ranging from stubbornness to complexity. In doing so, Fingerpaint immediately put distance between AngioDynamics and the competition. Design advertisement created by Fingerpaint, United States for Auryon, within the category: Pharmaceutical.
说再见
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Say Goodbye
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