Exactech: Optetrak Ad Campaign
PRODUCED AS ART DIRECTOR, DECA DESIGN AND PRINCIPAL, METAVISUAL
Creative Direction
Art Direction
Photo Direction
Advertising Design + Copywriting
Photography: John Jernigan
Because their replacement joint products are engineered to be as ergonomic and “based on nature” as possible, a nature metaphor was perfect for this series of ads for the Optetrak Knee System. Each ad focused on a specific design feature, and objects from nature became representations of those engineering concepts. In medical journals full of x-rays and bloody surgical photos, the Exactech 2-page ads stood out brilliantly and gained the product a wildly successful amount of attention. As a testament to the campaign's success, the original media plan was expanded to 10 ads and insertions in leading orthopaedic journals ran for more than 3+ years.
BOTTOM RIGHT: The most recent in the Optetrak ad series, the smooth, stable rotation of the Rotating Bearing Knee was captured perfectly by a nautilus concept. Developed over many sketches with the client and executed collaboratively with photographer John Jernigan, the final image was a combination of several different source shots, all composited and blended to form a singular image.
Selected Projects
Corporate Women UnleashedVisual Identity
WhisperCuts: A Speakeasy SalonBranding & Identity Design
National Day of the Cowboy 2020Illustration
IntersectionsEditorial Illustrations
UF: The Agency Look BookIdentity Design, Collateral
Gainesville Fruit Co.Art Prints & Branding
Brand Identities & TrademarksLogo Designs
UF: Gatorade® 50th AnniversaryAnniversary Logo System
UF: Presidential Search MaterialsRecruitment Collateral
Exactech: Brand IdentityBrand Identity
UF: GatorBytes Publication DesignEditorial Design
MAVY MapMap Illustration
26th National Cowboy Poetry GatheringPoster Design
Moon, Mars and BeyondPoster Design
UF: Innovation Academy BrandingProgram Branding
UF: Real Liberty CityStorytelling Campaign
WUFT-WJUF Anniversary PosterPoster Design / Illustration
The Dead HeroesSports Trademark
The Nature of Our CommunityPromotional Campaign
Dive Gear ExpressIdentity & Advertising
Desert Cowboy ExpressPoster Design
RTI Biologics: Orlando RoyaleSales Meeting Campaign
The Call to AdventureEditorial Illustration
Harn Museum of ArtMerchandising Design
The U.S. Bureau of National WondersPoster Series
Dive Rite Brand IdentityLogo Design
UF: Land Grant Anniversary AdvertisingAdvertising Design
Titanic: Ship of DreamsMerchandising Art
UF: Swamp SymphonyPoster Design
Gainesville Regional UtilitiesAnniversary Campaign