2023 Taiwan Medical Industry Branding
Elevated Taiwan’s medical brand identity
Over 0.5 million in total reach
TAITRA’s first industry film featuring modern dance
Challenge
In the era of data-driven innovation, precision medicine has emerged as a dominant trend — with high-precision instruments playing a critical role.
As “precision” becomes the core promise of the industry, the key challenge is:
How do we shift the focus back to people, and explore coexistence between humanity and technology?
Strategy
We proposed a unique creative approach: a reverse personification concept, where each tiny, precise measurement mark is imagined as a human being.
Through the expressive medium of contemporary dance, the film portrayed real-life clinical usage scenarios — transforming medical instruments from mechanical tools into graceful, humanized expressions of care.
Every precise calibration exists for a single reason: to help people live better lives.
In this way, we revealed the quiet human warmth behind the cold metal.
Results
The film broke away from conventional tech product narratives, delivering a visually powerful and emotionally resonant portrayal of the medical industry — one that made precision feel profoundly human.
