Product Video - Axia Orthopedics
Axia Orthopedics is a Portland-based startup specializing in orthopedic surgical instruments. They engineered an innovative new solution for a persistent problem in fracture reduction cases. For all of you who aren’t doctors, this is basically putting a bone back together!
The Challenge
Axia is part of MedeTech Innovator’s Accelerator Cohort of the top medtech start-ups in the world, and needed a video for the accelerator’s competition. We had a quick turnaround to create an eye-catching 60-second video that distilled their product and showcased its necessity.
We had to capture everything in camera, showing their device in action, using a foam bone. The challenge was how to show this in a way that looked professional, without making it seem like we were trying to pass off the prop as the real thing. We also needed the video to convey specialized knowledge while remaining engaging and captivating. Surgeons want facts, and Axia wants the passion of their work to come through. Luckily, authenticity and distilling large ideas are our thing!
Our Solution
We decided to shoot the bone top-down with a black background and low-key lighting, creating a cinematic effect that makes the bone appear to hover in space. We matched this stylized look for our interviews to create a polished, visually cohesive piece.
Hands became a conceptual element of the video. The clamps require multiple hands, while Axia’s product only requires one. The tight, top-down shot visually clues you into the more difficult and messy clamp setup (the old) versus Axia’s reduction system (the new). The simple white gloves on the dark background helps to keep the device the focus of the video.
We started with a dramatic hook by showing a striking close-up image of Axia’s new product with the bone, clueing surgeons in on the case while leaving enough mystery to keep watching.
Narratively, we told a story of innovation. The concept was old versus new. We had Dr. Nazir, a surgeon, and Andy, Axia’s Co-Founder and CEO, discuss the current problem of using clamps, the solution of using Axia’s product, and the value of the solution, which we narrowed down to hospital efficiency, cost savings, and improved patient care.
The Results
Axia engineered an elegant solution to a persistent problem in orthopedics, and One Hundred Seconds, in collaboration with their problem-solving minds, created an elegant solution for showcasing their product in a digestible, engaging, and authentic way.
See for yourself~
