Exactech Brand Anthem

What I did

Hospitals and doctors choose which technologies and tools they want to use to help their patients. In this campaign to help Exactech’s positioning in the market, B&Y decided to highlight the surgeon as the real hero–they’re the face of the surgery, the technology, and the overall well-being of the patient. That’s why the language is direct and focused toward surgeons.

The video was a major part of the Exactech “Exactly” campaign. A local photographer, an art director and myself collaborated on showcasing the surgeons as the heroes of surgery by bathing them in neon light. The photographer and I took turns shooting the actors in studio and in a surgery simulator. Directing talent and cinematography were important when helping the actors portray surgeons.

In post-production, editing and detailed color grading carried the majority of the video, but it came to life with motion graphics that highlight details, explained more than the VO and give the video an overall professional look and feel. In my mind, every project will have some sort of motion graphics be it a logo, tag or full fledged animated piece, you’ll always need to deliver something that live action video and editing can’t do alone.

In the end, the client was happy because we gave them exactly what they needed.