Masimo W1 Watch
Bringing The Heart to Hardware
The Brief
Historically a medical devices company, Masimo was poised to launch the W1 Watch, its first consumer product.
The key feature of the W1 is its world-class, hospital-grade biosensor, which significantly outperforms the sensors of other smart watches.
We knew it would be very easy to get bogged down in the tech, so we carefully built a campaign that fully embraced the target audiences’ everyday lives.
Target #1
High-performance Athletes
These videos show high-performance athletes using their W1s to closely monitor their biometrics as they push themselves while training.
We needed to quickly make the point that the W1 would help them improve their performance.
We partnered with The New Black Creative to produce the videos (and the campaign photography).
Target #2
Concerned Seniors
The Concerned Seniors video promoted the peace of mind the target audience would enjoy by having the W1 consistently monitor their health levels throughout the day.
Story-based Photography For Every Need
We shot hundreds of photos over one long shoot.
We strove to show our target audiences with the W1 in the midst of their normal routines, and during specific moments when their health was top of mind. This allowed the campaign imagery to coalesce into clear stories, even when dispersed across multiple assets.
It was important that we avoided photography that felt too stylized or staged, or the everyday-life concept would have fallen apart.
Always looking forward
The W1, which was initially developed as a prescription-only product, was released to consumers to set the stage for Masimo’s next-generation health watch, the Masimo Freedom.
We took advantage of this to create a forward-looking, product seeding campaign for Freedom.
Incomplete results
The W1 consumer launch was delayed due to FDA red tape, and eventually launched quietly with little media support.
Then the CEO was ousted, permanently shuttering Masimo’s consumer health division.
It’s impossible to know how successful the W1 (and Freedom) could have been, but this campaign did win Masimo’s internal “Best Campaign” award. And we felt that we succeeded in telling clear, targeted stories using relatable, natural imagery for a wide variety of uses.
Let’s talk.
We can find the real human stories in your technology.