The product is regulated as a medical device. There are strict criteria around who can use the device, which procedures it can be used for, and when it can’t be used. All work must be approved by client science/regulatory teams and must be supportable with peer-reviewed data.

The campaign was targeted at a small group of healthcare professionals: those who perform peripheral atherectomy procedures. The work promised a new, better device to aid their procedures while demonstrating an understanding of what they face every day.