Medical Surgical + Neuroscience
Content + Creative Sizzle Video
Created to educate new marketers and colleagues on the talent and capabilities of the in-house design + editorial team — who are experts in their craft and strategic creative partners.
Storyboard: Yvonne Crandall
Script: Krista Logue
Video Editing: Brian Casabella
Obesity & Metabolic Health
Make Your Move Campaign
Frustration, fear, and stigma are often barriers for patients with obesity to seek treatment. This campaign sought to empathize, educate, and empower patients to make moves — big and small — to better manage their health.
Conceptualized campaign theme and oversaw execution across web, print, and digital.
Campaign Concept Development
Strategic Communications Guide
Digital + Social Media Ads
BMI Discussion Guide
Weight loss Discussion Guide
Tradeshow Graphics
Creative Director: Yvonne Crandall
Editor + Copywriter: Krista Logue
Lead Designer: Kathryn Stevens
Surgical Energy
Trust in Surgical Energy Campaign
This portfolio rebrand sought to build on its 50-year legacy of trust and innovation, differentiate unique product offerings, and demonstrate a commitment to deliver next-generation technology. The messaging was simplified with each product family given a distinct visual expression that aligned defining attributes to core portfolio themes and identity.
Revamped the message platform and visual identity and developed the Strategic Communications Guide for consistent global and regional execution.
Message platform Refinement + Visual Identity
Strategic Communications Guide
Digital + Social Media Ads
Print Ads
Tradeshow Graphics
Creative Director + Designer: Yvonne Crandall
Editor + Copywriter: Justin Scace
Surgical Robotics
Hugo™ RAS
The much anticipated robotic-assisted surgical platform expected to take market share from DaVinci, the only surgical robot in market for the last 20 years.
Investor Day Event
Alongside a talented bench of communicators, marketers, and R&D SMEs, I designed
the Investor Day presentation and advised on narrative flow. The event outlined how Hugo™ would address current unmet needs and change the future of surgery — and performed a live surgery (on a cadaver).
Possibility At Hand Campaign (seen below)
Bringing an agency concept to life, internal creative developed the full message platform, directed photo and video shoots, and created campaign style guide to ensure consistent execution.
Creative Director: Yvonne Crandall
Creative Lead: Chelsea Cutler
Editor + Copywriter: Eric Arroyo
Medical Surgical
Patient Stories
Real patients sharing their own lived experience is powerful in its ability to bring awareness, inspiration, and hope. Working with communication partners, we crafted clear and compelling patient stories from previously captured b-roll footage.
Storyboard: Yvonne Crandall
Script: Nina Hammerling-Smith
