Japan to the World 「日本と世界」をつなぐ
Person to Person 「人と人」をつなぐ
Present to the Future 「今と未来」をつなぐ
Boston Scientific wanted to test the 'Connection' messaging in the Japanese market as close to the original global direction while also emphasising the medical practitioners—a change from the previous execution. One of my previous art direction options from the previous period was selected by the client to be a better reflection of the global messaging: “It takes passion, innovation, etc to see beyond, to improve, etc.” while positively reflecting our heroes—the medical practitioners. Due to the internal nature of the comms the client desired embellished copy with detail on their own story, versus a simpler approach.