Meet Model B: The EXALT Model B Creative Campaign
COMPANY:
Boston Scientific
MY ROLES:
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Creative Direction
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Art Direction
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Visual Strategy & Execution
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Lead Visual Designer
TEAM CREDITS:
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Pat Piasecki, Lifestyle Photographer
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Jeff Coolidge Studio, Product Photographer
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Hayley Brearton, Sr. Visual Designer
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Kristin Baker, Content Strategist
Boston Scientific’s EXALT Model B marked a major step into critical airway care with the launch of its first single-use bronchoscope. Entering this space meant introducing not just a product, but a shift in clinical practice for teams accustomed to reusable scopes. It also represented a move into a new market segment for Boston Scientific, making the need for clear messaging and strategic positioning even more important.
The campaign needed to bridge this gap, educating healthcare professionals on the advantages of single-use technology while addressing real concerns about performance, reliability, and patient outcomes. The ask was to develop a global launch campaign that could scale across regions, resonate with clinicians, and reinforce Boston Scientific’s credibility as an innovation leader.
As art director and lead designer, I partnered with marketing, product, and copy teams to define the campaign’s visual voice and lead execution across hero visuals, modular digital content, and social assets. This approach elevated Boston Scientific’s positioning in critical care and established a new visual tone for future EXALT product launches.
Championing Clinical Performance
The visual approach was designed to build trust and connection. We focused on respiratory therapists as critical care champions, positioning them at the heart of the story. Product-centric visuals highlighted key benefits and real-world usability, while atmospheric elements, like motion blur and soft-focus lighting, added mood and depth. This combination of clinical precision and human-centered storytelling helped viewers see themselves in the moment and aligned the product’s utility with its value in urgent care settings.
Storytelling Through Systems
The Model B website marked the first live use-case of Boston Scientific’s Anatomy Design System. I designed the Model B website from start to finish, using the campaign aesthetic to guide component usage, color refinement, and system-level decisions. This project helped shape how the brand came to life across digital and print, creating strong visual alignment and setting the tone for future system-wide adoption.
Digital
