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.
Selected Projects
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
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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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Grant Award Winner
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