Over six years I was at athena, I’d bring up the need for a deep, modular universe for our brand. Something that would allow us to execute in individual channels (an awareness generating broadcast spot, let’s say) but that would allow us to extract elements further down the funnel (in a sales demo).
Well, Christmas eventually came, and we were able to create an entire system that did just that. A techy-yet-approachable design system that put humanity first, flexed throughout the entire funnel, and stood out across the entire health tech market.
With our creative production partners, we created an integrated campaign consisting of more than 220 individual pieces of creative- utilizing video, digital, OOH, paid and organic social, print (including a partnership with Wired Magazine), podcast collaborations and streaming audio placements. The complex production included 3D illustrations, CG, live action and stop motion.