Butterfly iQ3
National-launch 3D visuals for Butterfly Network's next-gen handheld, AI-driven ultrasound, extended into a launch key-art concept.
Butterfly Network was launching the next generation of its handheld ultrasound, the iQ3, in the U.S., a device that combines portability with AI-driven imaging to make advanced diagnostics accessible in more places than ever. They needed high-end visuals to match the breakthrough nature of the product for a national launch, and I art-directed and animated the 3D. The finished CG shipped across that launch: on the web, at retail, in social and in the hands of the sales team.
Those delivered visuals carry this case study. The concept half extends them into a key-art and social system, where the human stakes of better, more available diagnostics come through as clearly as the technology.
Art direction, end to end
Directing a medtech launch
A device that puts AI-driven ultrasound in a coat pocket needed visuals with the same precision as the engineering. The direction work, in order.
Research & direction
Clinical trust, consumer polish
Medtech visuals usually pick a lane: sterile white or sci-fi glow. The iQ3 needed both trust and desire, so the direction split the difference: black void staging, soft key light with a clinical edge, the transducer face treated in macro like optics, and the imaging pulse visualized as something the device gives off, not a UI overlay.
Storyboards
From probe to anatomy
The board spine: the pulse leaves the probe, propagates, and becomes anatomy in particles. One continuous cause-and-effect chain that explains the product without a word of VO.
Animatic
The reveal, timed
The animatic proved the exploded-view beat: layers separating on axis, held, then reassembling on the downbeat to seal with the mark. I signed the timing off at this stage so the render weeks went into polish, not restructuring.
Animatic cut in Coveboard ↗, the AI-integrated pre-production and editing platform I designed and built.
Production
Modeled to spec, lit to sell
Built in Cinema 4D at engineering fidelity: the housing, transducer stack and grip modeled to spec. Working viewports against finals show the look development distance.
Delivery
Launch visuals
The finished CG shipped across the national launch: web, retail, social and sales. The full frame set is below, with the key-art concept showing where I would take the campaign.
Launch 3D
High-end CG for the iQ3, a handheld ultrasound that puts AI-driven imaging in more hands than ever. Visuals built to match the breakthrough nature of the device for a national launch.
Launch campaign · concept
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A concept study extending the delivered launch: the device CG carried into key art and social, with the human stakes at the center, a scan that happens because the probe was in the room, rendered as cleanly as the technology itself.
Key visual + social
