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

Locked in Tight.
Molded, Not Machined. 
The Simplicity of Symmetry.
Stability Without Sacrifice.

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. 

 

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Selected Projects

UF: The Agency Look BookIdentity Design, Collateral

Gainesville Fruit Co.Art Prints & Branding

UF: Gatorade® 50th AnniversaryAnniversary Logo System

UF: Presidential Search MaterialsRecruitment Collateral

Exactech: Brand IdentityBrand Identity

MAVY MapMap Illustration

Moon, Mars and BeyondPoster Design

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

Titanic: Ship of DreamsMerchandising Art

UF: Swamp SymphonyPoster Design

Gainesville Regional UtilitiesAnniversary Campaign

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COMMITTED TO GAINESVILLE

Every visual communicator has a responsibility to ask the question “Does my work add to this community in a meaningful, lasting way? Should it? Can it?” For almost 30 years I have worked to celebrate Gainesville and its thriving community with my work. Let's collaborate.

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©2019 MetaVisual. All RIghts Reserved. The images and text of this site may not be used or appropriated in any manner without written consent. Portrait photography by John Jernigan.
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