Claroswift Medical
A self-initiated project by EmpaVis Media. Features a fictional brand for portfolio purposes.
We created a cinematic explainer and presentation deck for a fictional Health Tech startup, Claroswift Medical. Focused on clarity, empathy, and real-world relevance, the piece presents a breakthrough coronary stent through human-centered storytelling, designed to engage investors, clinicians, and non-technical audiences alike.
Project Background
Our very first project at EmpaVis Media wasn’t for a client, it was for ourselves. We set out to create a piece that captured our values: empathy, clarity, and relevance, and imagined a realistic scenario: a Health Tech startup launching a breakthrough coronary stent. To bring it to life, we created Claroswift Medical, a fictional company whose name combines "Claro" (Portuguese for "clear") and "Swift", to evoke speed and ease of movement. Their product: a coronary stent designed to restore natural blood flow and dramatically improve lives.
From the start, we knew the stent couldn’t just be seen as a piece of technology. It needed to be shown for what it truly is, a life-changing innovation. A small device that opens blocked arteries, restoring blood flow and, more importantly, restoring quality of life.
The Challenge
Health Tech audiences are diverse, and include investors, clinicians, patients, and regulatory bodies. A single piece of media often has to speak to all of them. Yet when we looked at existing medical device media, we saw a common pattern. Lots of technical jargon and a focus on how the device works. Very little about why it matters to real people.
Our challenge: Explain the stent’s purpose, function, and benefit clearly and emotionally, in a short video that could be reused across the entire product journey, from early fundraising pitches to future marketing efforts.
We also knew the device should be showed in context, making its value obvious within a few seconds, while not overwhelming non-medical audiences with gory anatomical detail.
Our Approach
People first. Always.
For the animated explainer video, instead of starting with a stand-alone device on a sterile background, we began with the human story: a middle-aged man, out for a run until heart disease interrupts his normal day.
We zoomed into his world, transitioning from a bright everyday scene into a cinematic, internal journey through his blood vessels. A continuous camera move took viewers deep inside his body to his coronary artery, where a build-up of plaque restricts blood flow. At that point, the stent is introduced, a small but powerful solution that restores the artery to full flow.
We included this story in the presnetation deck, which is also optimised for pitching. As with the explainer video, the presentation begins with the human problem. It mirrors the symptoms of the explainer video and focusses on one main shocking statistic. This follows into the overall landscape of heart disease and why Claroswift Medical’s stent is the answer. Some of the explainer video is repeated for the presentation, but each slide mostly has simple engaging animted graphics that allow the audience to focus on the important information.
Our creative choices along the way include:
Simple but cinematic visuals: clear anatomical models, realistic blood flow (without graphic gore), and soft brand-inspired colours suitable for the 3D environment.
Minimal text: Minimal text overlays used only to drive home key points like symptoms, anatomy, and device function. Selective text in the presentation highlights the key information that should have the most impact.
Emotional storytelling: Short, sharp moments showing symptoms, not just clinical facts, to highlight the impact on real life. Story is enhanced by a few select impactful statistics in the presentation.
Modular design: The explainer video can easily be broken down into short clips or images for presentations, social media, and events.
We dived deep into publicly available information to get the clinical details right, but kept the focus squarely on the human experience.
Impact and Outcomes
We designed the Claroswift Medical piece with real-world needs in mind. If it were a real client, these media pieces would:
Win hearts (and funding) by emotionally connecting with investors and key audiences
Clearly explain the stent’s function to both technical and non-technical viewers
Support versatile use across websites, social media, events, and regulatory presentations
Set a strong visual identity early in the brand’s life, making Claroswift Medical memorable and distinct
Stay accessible and empathetic, keeping the focus on human health, not just medical technology
Remain welcoming and understanding, for those facing heart disease and those fighting to beat it.
We built a project that’s clear, human, cinematic, and ready to grow with the company.
Disclaimer: This fictional demo was created for portfolio purposes, based on publicly available information about an existing medical treatment.