Cowboys and endoscopy
There's no elegant bridge between a global medical device company and a frontier saloon, so I stopped looking for one. The joke is the premise. The only way it works is total commitment: build the world, don't wink at it.
A room that already gets it
The audience was BSC Endoscopy's own people, who handle these devices every day. That's what made the visual language possible. A snare becomes a lasso. An intragastric balloon becomes a full moon over the desert. "There's a scope in my boot" writes itself when your catheter you sell already resembles a snake. None of it needs explaining to the people in the room, and it's incomprehensible to everyone else, which is exactly right for an internal event.
How far is too far
The hard part wasn't the ideas but knowing where to draw the line. These are real products with real clinical use, sold by people who take them seriously, and a joke that reads as mocking the device would fail immediately. Artistic license only extends so far when the punchline is a medical instrument.
Off the screen and onto the walls
Printed, hung, and lit for the evening. Cramer (the agency producing the meeting) set up the environment.
