05

Regain the Upper Hand

01

Transforming tomorrows, today

Client

Insightec

Scope

Audience

Insightec, a pioneer in incisionless neurosurgery, partnered with Recreation to evolve its brand from a technology-first story to one centered on transformative patient outcomes. Together, we shifted the narrative to highlight how neurosurgeons, neurologists, and radiologists are changing patients’ lives through the Insightec platform.

We introduced the tagline “Transforming Tomorrows Today” and reimagined Insightec’s social strategy around authentic patient stories, brought to life through compelling video content. This approach deepened engagement with core clinical audiences, attracted prospective patients, and showcased the life-changing potential of Insightec’s innovation.

02

With Prime, it’s  in your hands

Client

Insightec

Scope

Audience

Insightec partnered with Recreation to launch Exablate Prime, its next-generation Focused Ultrasound platform. With neurosurgeons and hospital administrators as the primary audience, the campaign needed to move beyond broad brand positioning and deliver a deeper story about incisionless neurosurgery — elevating both the vision for the technology and the opportunities it creates.

We developed a launch campaign that included a new website experience, sales brochure, social content, and a launch film, paired with evergreen narratives to extend impact beyond the debut. By balancing technology storytelling with human experience — from immediate patient relief to the prestige of building incisionless neurosurgery programs — Exablate Prime was positioned as both an innovation and a partnership, creating momentum with clinical and commercial audiences alike.

03

Partners in transformation

Client

Insightec

Scope

Audience

Insightec was developing a center of excellence program comprised of industry leading hospitals and clinicians. Here we need to create a unique identity and messaging for this program.

We created a name, In Focus and a flexible identity system that was complementary to the master brand and product brands, connecting Insightec to the participating hospitals in the program, who were co-creating the future of neurosurgery.

04

essential tremor social series

Client

Insightec

Scope

Audience

Insightec needed a launch campaign for their groundbreaking platform, Exablate Prime. The target audience was neurosurgeons and hospital administrators, and they sought to shift from the broader brand positioning to a more in-depth exploration of Focused Ultrasound technology. The launch video, brochure, and social posts spoke directly to surgeons, and highlighted how embracing this innovative technology empowers them to enhance their practice and improve lives like never before.

05

REGAIN THE UPPER HAND

Client

Insightec

Scope

Audience

Insightec partnered with the team to build a patient-first messaging platform that reframes essential tremor from a life-limiting condition into a solvable problem, giving people the confidence to stay fully engaged in the moments that matter most.

Essential tremor affects how people work, socialize, and express themselves, yet many in the target audience either normalize the shaking or see it as an inevitable part of aging. Existing options often focus on masking symptoms with medications or invasive surgery, leaving a gap for a safe, effective, incisionless alternative with a quick recovery. Insightec needed a messaging system that could both educate and motivate—capturing interested individuals early and guiding them into the funnel with a tone that balances reassurance and resolve.

Grounded in the idea that “fully engaging in life is essential, tremor is not,” the team built messaging around clear reasons to believe: safe and effective, incisionless and immediate, with a quick recovery. Communications were designed to work across awareness and education—helping people recognize tremor as treatable, then explaining how MRI-guided sound waves flip the brain’s “switch” that causes shaking rather than simply masking it. Tone guidelines emphasized being empathetic and human over clinical, confident and knowledgeable but always conversational, keeping the focus on identity and independence instead of medical jargon.

This campaign uses emotive storytelling to show how closely our hands are tied to identity, connection, and creativity. The narrative follows familiar moments—working and playing, expressing emotions, making dinner, making new friends—to underscore how losing control of your hands can feel like losing control of your world. Insightec’s MRI-targeted sound waves are introduced as a way to tackle tremor at its source in the brain, offering a single treatment with instantaneous, lasting improvement so people can “master the shaking instead of masking it” and keep hold of everything that makes life amazing.