Sonosite Ultrasound

The Doctor as Hero

My role: Typogaphy design and art direction

Worked with TBWA/Chiat/Day.

Sonosite was struggling to make a presence amongst healthcare professionals.
Have you ever looked through a medical journal? They can be pretty bland. And so can the ads.

With vibrant colors and elaborate photography these print ads disruptively brought
Sonosite to the forefront of business with Hollywood flare, next level digital art and brilliant CGI.

Since its launch, the campaign received praise from doctors in all fields and many new hero stories came in along with a lot of orders for new devices.

SonoSite revenue increased 22% from $143.8 million compared to $117.5 million in the previous year and was soon bought by Fujifilm.

This was my first major ad project as a junior art director. We did a one-day shoot in a Chelsea warehouse and worked closely with the photographers on the shots and post-production. That day sealed my choice of career.