ABOUT
CMR Surgical (CMR) is a global medical devices company dedicated to transforming surgery with Versius, a next-generation surgical robot. Versius made a huge impact when it was first released, establishing standards for the industry that are still largely unmatched today. Its small size, modular design, V-wrist technology and software-driven arms helped it become the second most utilised soft tissue robotic system in the world.
Ahead of a significant upgrade to the system – named Versius Plus – YeahNice worked with CMR Surgical to create a campaign introducing it as the next evolution in robotic surgery, designed to empower surgeons and surgical teams. Versius Plus became a line in the sand: a defining moment for CMR Surgical.
We launched the campaign with a cinematic 3D-rendered product film, designed to show Versius Plus in a bold new light, elevating it from a tool to a sublime combination of engineering and artistry. Our campaign toolkit modernised the visual identity and refined messaging to further cement Versius as a world-class surgical platform.
Client: CMR Surgical
Creative: YeahNice
VFX: Bolder Creative
MADEIT CREDITS
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CMR SurgicalClient
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YeahNiceAgency
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Rob PrattCreative Director -
Matt HuckleStrategy Director -
Tyler BerryCreative Director -
Konrad SzarekDesigner
Back to Versius Plus project
Cheyne Mocika
Colorist, Freelance
Italy
Rob Pratt
Creative Director, YeahNice
United Kingdom
Konrad Szarek
Designer, YeahNice
United Kingdom
Hugh McGahern
3d artist, Freelance
United Kingdom