Development of a creative strategy and ad campaign for the global launch of Medtronic’s RespArray™ patient monitor — the first Medtronic-branded monitor to integrate five major parameters: SpO2 (Blood Oxygenation), EtCO2 (Capnography), ECG (Electrocardiography), NiBP (Noninvasive Blood Pressure) and Temperature. The goal was to encourage hospitals to adopt continuous monitoring into their process.

In order to highlight the innovative technology and intuitive design of the RespArray™ patient monitor the campaign took on a modern and minimal approach – making the monitor itself the focus of the campaign. Hands were incorporated throughout to showcase the touchscreen component of the monitor and to add a human element to contrast the high-tech look.

Creative Direction: Eric Bundy
Copywriting: Kris Dunlap
Photography: Pat Barry (InsideOut Studios)