In addition to crafting imagery for each of the one to two-minute videos, which Cavitron featured at health industry trade shows, Artistic Image was also charged with creating imagery for the print elements of the multi-platform campaign. Together with Dudnyk, AI co-owner Ed Dye directed the still shoot, and contributed to a series of four photographs that relate to the look and style of the videos, which ran as magazine ads. The print and videos were created simultaneously for each product line, using the same matte painting and 3D for both.

“We always enjoy projects like this that give us an opportunity to drawn upon the full scope of AI’s talent and services, and take advantage of our team’s efficient and seamless approach to workflow,” says Martin. “Dudnyk provided a open collaborative atmosphere that created an environment in which AI was able to contribute ideas to Dudnyk’s creative vision, and the end result was a package of very polished pieces.”

The Cavitron campaign has proved to be highly successful. It has earned Dudnyk a number of healthcare advertising awards, including the 2011 PM360 PharmaChoice Silver Award for ‘Best Professional Campaign’; finalist for the 2011 MM&M Award for’ Best Professional Campaign’; a 2011 nomination for PM360’s Trailblazer ‘Best Video’; and a 2012 nomination for Med Ad News’ ‘Best Medical Device Campaign.’