MicroPort's Story
Project;
Brand and Product Videos
Responsibilities:
Concept Development, Storyboarding, Video Direction, Illustration, Art Direction, Motion Graphics, Pre-Production, Co-Editing
The Bottom Line:
I developed and directed two MicroPort videos: a 20th anniversary introduction for the Medial-Pivot Knee and an introduction to the SuperPath hip technique, built on interviews I set up with the surgeons, product managers, and engineers behind it. Both were shown at AAOS and became part of MicroPort’s conference and sales materials.
"The challenge was telling that story to the people who needed to hear it."
Case Study:
MicroPort came to me with two different storytelling problems. One video had to celebrate two decades of clinical history. The other had to introduce a surgical technique many surgeons had never seen. Both had to explain complex medical information in a way that felt credible, clear, and relevant to a professional audience.
The first marked the 20th anniversary of the Medial-Pivot Knee System. The goal was to show the product’s history and lasting relevance without leaning on nostalgia. I developed the concept, storyboarded the story, and made custom illustration and motion graphics to make the technical orthopedic information easy to follow. The finished video traced the system’s clinical history and its long-term impact on patient outcomes. It was presented at a global online surgeon conference and at the AAOS Annual Meeting.
The second introduced SuperPath, a minimally invasive hip replacement technique. It had no long track record to point to, so the story had to rest on the technique and the people who knew it best: the surgeons who use it, the product managers who developed it, and the engineers behind it. I built the concept around their interviews. Supporting graphics and illustration explained the clinical approach and kept the story grounded in those people.
The result:
Both videos were featured at AAOS and went on to serve as conference and sales education tools. One reinforced confidence in an established knee system. The other introduced a new hip technique to surgeons who had never seen it.
