TOTALLY RAD, RapidArc Dynamic Teaser Campaign

Company: Varian

Role: Creative Director

The ask was to create a teaser campaign that will build hype for the launch of Varian’s newest product, RapidArc Dynamic, that is being announced at ASTRO 2024.

The idea was to put together an 80’s style “Totally RAD” campaign to play on the R.A.D. acronym of the new product, RapidArc Dynamic.

The campaign elements were designed to mirror the arc formation of RapidArc Dynamic as it scans tumors, seamlessly integrating bold 80s-inspired aesthetics to create a playful and distinctive teaser for the new product.

The final logo was designed to unify all campaign elements into a cohesive, eye-catching design that is instantly recognizable and seamlessly scalable across various mediums.

The first phase of the campaign focused on generating excitement ahead of the ASTRO 2024 launch through a dynamic digital strategy, including e-blasts, digital ads, web banners, homepage countdowns, and more.

The next phase featured a full-scale booth takeover on the first day of the tradeshow, immersing attendees in a TOTALLY RAD experience that amped up the excitement and anticipation on the show floor.

To amplify the fun 80s theme, we incorporated iconic 80s-inspired swag items as part of a guerrilla marketing strategy, creating a nostalgic and engaging brand experience.

To celebrate the successful launch, we hosted a retro 80s prom-style party, bringing the excitement full circle with a nostalgic and vibrant celebration.

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