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Challenge

GI Windows Surgical was bringing a novel magnetic anastomotic device to market—an unfamiliar technology that surgeons, investors, sales teams, and regulators needed to understand clearly as the product evolved.

The engagement began with a request for a single procedural animation supporting investor presentations and sales training. But as the device and procedure evolved, it became clear the larger need wasn't a single deliverable. The company needed a flexible visual communication system that could evolve alongside the product without requiring complete rebuilds.

Designing for the Product Lifecycle

Rather than treating the request as a one-off animation, I designed the creative approach around the product's longer-term communication needs. I developed a modular 3D asset pipeline, building anatomically accurate GI models and device components structured for iterative updates. This approach allowed procedural variations without rebuilding core anatomy or animation systems.

In addition to procedural animation, I translated complex engineering CAD files into animation-ready, marketing-grade 3D assets. Models were rebuilt and optimized to balance mechanical accuracy with visual clarity, and structured for reuse across animation, print, digital, and trade show applications.

Working closely with clinical and product teams, I translated technical and procedural complexity into storyboards and visual narratives designed around the needs of clinical, commercial, and investor audiences.

As the product's communication needs expanded, the system scaled with them. What began as a single deliverable grew into a five-part procedural series without requiring the underlying visual assets to be rebuilt. Reusable anatomy, device models, and scene architecture accelerated production while maintaining visual continuity across the growing library.

A supporting motion graphics system—including branded intros, transitions, and callouts—created a consistent visual language across the expanding animation library.

Impact

The animation series became a shared visual language for GI Windows Surgical, giving investors, clinicians, sales teams, and regulators a consistent way to understand an evolving technology throughout development.

As the product advanced, the modular system evolved with it—supporting new procedural variations and stakeholder needs without rebuilding the creative foundation. During the engagement period, GI Windows Surgical received FDA approval, with the animation series supporting product communication throughout the development and regulatory process.

What began as a single animation became a durable product communication platform supporting education, alignment, and decision-making across the product lifecycle.

My Role

As Medical Animator and Creative Director, I shaped the visual strategy around evolving product and stakeholder needs, partnering with clinical and product teams to ensure accuracy while directing the storytelling system and execution from initial concept through a five-part procedural series.

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