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.
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.