In 2018, Oxenfree worked with PN Medical to develop videos for launching their consumer-facing Breather Coach device and app. Traditionally, PN Medical primarily worked with hospitals and distributors. Through the Breather Coach Teaser and the larger launch campaign, PN Medical sought to announce themselves as a direct-to-consumer brand, appealing to patients ranging in age and background.
PN Medical was in the midst of a branding shift as they transitioned to selling products directly to consumers. The market for The Breather expanded beyond medical patients, and PN Medical sought to advertise the usefulness of their device to athletes, soldiers, and people of all ages and backgrounds with a companion respiratory muscle training app called Breather Coach.
PN Medical needed an eye-catching campaign to play at their sales conference booth to attract the attention of investors & medical brands. They needed teasers for each new customer persona, as well as product & customer photography with both The Breather & the new Breather Fit.
Only one problem... the Breather Coach app featured in the campaign did not exist yet.
We designed 4 identically structured Breather Coach teasers for each of the different customer personas: patients, health & wellness, youth, and athletes. To stand out, we opted for a stylized studio look for the campaign, leaning on PN Medical's orange brand color for the background with disembodied, colorized environments that fit each persona.
We had one jam-packed studio day to capture everything for the campaign. The studio was sectioned off into different zones for photo & video, as well as a section for a Ford Explorer to drive onto the orange set.
In post, Oxenfree created the mock screens for the Breather Coach app on iPhone, iPad, & Apple CarPlay and tracked them back onto the screens in the campaign.
The result was a combined customer persona teaser that utilized the best moments from the original 4 spots, demonstrating the variety of uses for the Breather Coach app from iPhone to iPad to Apple CarPlay.
The product photos on orange were the perfect announcement for the new Breather Fit and the teaser was the talk of the conference, attracting everyone to the PN Medical booth due to this orange spot playing on loop.
Dutch Chris Moyer
Oxenfree Film & Motion
CINEMATOGRAPHER & PHOTOGRAPHER
Rachel Gross & Ben Gill