When your heart valve doesn't work properly you become frail, tired and a shadow of the person you used to be. But for many people, treatment options are limited and can cause long-term challenges to quality of life.

Edwards Lifesciences have engineered a new class of durable heart valves, offering people the chance to become the person they were before their heart valve stopped working.

But, because this is a new valve, we didn't have the long-term proof that doctors wanted.

Instead, we needed to tell an emotional story, capturing the joyful, energetic lives these people want to return to. Furthermore, in a category dominated by rational, product-based messages, we needed to tell our story in a way that would gain the attention this incredible innovation deserves.