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