Exactech: Optetrak Ad Campaign
PRODUCED AS ART DIRECTOR, DECA DESIGN AND PRINCIPAL, METAVISUAL
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.
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