Medtronic Commercial | National

Developed the concept for Medtronic’s “What’s Inside” $100m national campaign. This is the national DTC commercial that created awareness of the Implantable Cardioverter Defibrillator.

The idea was called “What’s inside” and played up on the physical implantation of the device as well as what it can offer. It worked on both the emotional and the medical level.

The idea was simple and meaningful. 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 locket that was able to deliver “more special moments” for you and your loved ones.

Video stills.