Medtronic Commercial

Developed the concept for Medtronic’s “What’s Inside” $100m DTC national campaign. The goal was to create awareness of the Implantable Cardioverter Defibrillator. I developed the concept, wrote the initial copy, and created the look for the campaign. The final commercial was produced by a team of Creative Directors. 

I came up with the concept and tagline of “What’s inside” after thinking about the emotions of the patients, physicians, surgeons, and caregivers who were faced with heart failure. The idea was simple, meaningful, and positioned the device as the hero. At the time my grandmother had a pacemaker implanted, and all I wanted was to be able to spend more time with her.

The Defibrillator looked like a sleek piece of jewelry. One of my first jobs in NYC was at Tiffany & Co. as an Art Director for the PR Team. The medical device had the elegance of an Elsa Peretti piece. This inspired me to position it as a special keepsake that unlocked “more special moments” for you and your loved ones. The concept worked on both the emotional and the medical level.

The national campaign increased sales by 6%.