MASIMO FREEDOM WATCH
2023 EXPERIENTIAL & PR CAMPAIGN
SITUATION
Masimo Consumer Health was preparing to expand its global footprint - but doing so meant stepping directly into Apple Watch territory. The product had clinical credibility but lacked cultural capital. Competing in that space meant more than proving technical superiority - it required a story, an image, and a presence that could sit confidently next to the most design-forward brand in the world.
TASK
Elevate Masimo’s positioning from medical device maker to premium health-tech challenger. The visuals for the startegy needed to balance clinical precision with contemporary design sensibility - without losing the brand’s professional credibility. Visual storytelling had to operate at Silicon Valley levels of sophistication while emphasizing Masimo’s difference.
Masimo Consumer Health was preparing to expand its global footprint - but doing so meant stepping directly into Apple Watch territory. The product had clinical credibility but lacked cultural capital. Competing in that space meant more than proving technical superiority - it required a story, an image, and a presence that could sit confidently next to the most design-forward brand in the world.
TASK
Elevate Masimo’s positioning from medical device maker to premium health-tech challenger. The visuals for the startegy needed to balance clinical precision with contemporary design sensibility - without losing the brand’s professional credibility. Visual storytelling had to operate at Silicon Valley levels of sophistication while emphasizing Masimo’s difference.
ACTION
— Developed a strategic PR framework for global launch, targeting media, influencers, and healthcare partners.
— Designed the campaign’s presentation materials to mirror its strategic intent: confident enough to rival Apple, distinct enough to showcase Masimo’s unique strengths.
— Ensured that every visual and narrative element communicated reassurance as well as revolution - a key duality in personal health technology.
RESULT
— Reframed Masimo’s positioning in the health-tech space - elevating it as a credible, premium alternative to Apple’s consumer-first narrative.
— Garnered strong internal traction, with stakeholders responding to the visual maturity and strategic clarity of the deck.
— Encouraged a more ambitious, culturally attuned approach to consumer marketing across teams.
— Set a new internal benchmark for visual storytelling -demonstrating that medical-grade credibility and brand charisma can coexist within a unified design system.
— Developed a strategic PR framework for global launch, targeting media, influencers, and healthcare partners.
— Designed the campaign’s presentation materials to mirror its strategic intent: confident enough to rival Apple, distinct enough to showcase Masimo’s unique strengths.
— Ensured that every visual and narrative element communicated reassurance as well as revolution - a key duality in personal health technology.
RESULT
— Reframed Masimo’s positioning in the health-tech space - elevating it as a credible, premium alternative to Apple’s consumer-first narrative.
— Garnered strong internal traction, with stakeholders responding to the visual maturity and strategic clarity of the deck.
— Encouraged a more ambitious, culturally attuned approach to consumer marketing across teams.
— Set a new internal benchmark for visual storytelling -demonstrating that medical-grade credibility and brand charisma can coexist within a unified design system.
excerpts
THE EXPERIENTIAL CAMPAIGN
INTRO
The centerpiece of my work was the 'Pulse of the Nation' campaign.
This was a bold experiential campaign that reimagined public health engagement by turning crosswalk posts into interactive health hubs - collecting anonymous data while democratizing access to medical-grade metrics. Inspired by voices like Huberman Lab, the initiative gamified wellness through city-to-city competition, positioning Masimo as a civic-minded innovator with real-world tech credibility.
SITUATION
Masimo needed a high-profile, culturally resonant way to stand apart from lifestyle-first health brands like Apple. The opportunity: create a public campaign that turned health itself into a shared, measurable experience - and Masimo into a brand known for activating civic innovation, not just personal devices.
TASK
Design a large-scale experiential activation that could elevate Masimo's profile, generate national conversation, and showcase the real-world utility of its technology -without relying on traditional product marketing.
The centerpiece of my work was the 'Pulse of the Nation' campaign.
This was a bold experiential campaign that reimagined public health engagement by turning crosswalk posts into interactive health hubs - collecting anonymous data while democratizing access to medical-grade metrics. Inspired by voices like Huberman Lab, the initiative gamified wellness through city-to-city competition, positioning Masimo as a civic-minded innovator with real-world tech credibility.
SITUATION
Masimo needed a high-profile, culturally resonant way to stand apart from lifestyle-first health brands like Apple. The opportunity: create a public campaign that turned health itself into a shared, measurable experience - and Masimo into a brand known for activating civic innovation, not just personal devices.
TASK
Design a large-scale experiential activation that could elevate Masimo's profile, generate national conversation, and showcase the real-world utility of its technology -without relying on traditional product marketing.
ACTION
— Developed Pulse of the Nation, a national urban installation campaign that repurposed crosswalk posts as real-time health check-in points, offering anonymous, medical-grade diagnostics to the public.
— Infused the campaign with competitive storytelling -ranking cities by collective metrics to trigger civic pride, press interest, and social sharing.
— Modeled the tone and ambition of the campaign after voices like Andrew Huberman, aligning Masimo with the cutting edge of health discourse.
— Designed the activation as a media and policy-ready statement - not just a marketing play, but a provocation about the future of public health.
— Positioned Masimo as a quietly radical player in tech: not chasing trends, but building infrastructure for a healthier society.
RESULT
— Positioned Masimo as a civic-tech brand in the making - not just a med-tech player - giving it a narrative edge over lifestyle-first competitors.
— Established a scalable platform concept designed to activate local partnerships and generate repeatable, PR-worthy moments.
— Reframed the conversation around wearables - from individual self-tracking to collective wellbeing - in a way only Masimo is uniquely equipped to deliver.
— Developed Pulse of the Nation, a national urban installation campaign that repurposed crosswalk posts as real-time health check-in points, offering anonymous, medical-grade diagnostics to the public.
— Infused the campaign with competitive storytelling -ranking cities by collective metrics to trigger civic pride, press interest, and social sharing.
— Modeled the tone and ambition of the campaign after voices like Andrew Huberman, aligning Masimo with the cutting edge of health discourse.
— Designed the activation as a media and policy-ready statement - not just a marketing play, but a provocation about the future of public health.
— Positioned Masimo as a quietly radical player in tech: not chasing trends, but building infrastructure for a healthier society.
RESULT
— Positioned Masimo as a civic-tech brand in the making - not just a med-tech player - giving it a narrative edge over lifestyle-first competitors.
— Established a scalable platform concept designed to activate local partnerships and generate repeatable, PR-worthy moments.
— Reframed the conversation around wearables - from individual self-tracking to collective wellbeing - in a way only Masimo is uniquely equipped to deliver.
I OPTED TO END OUR DECK WITH A QUOTE FROM NASSIM NICHOLAS TALEB, A QUANT AND THE WRITER OF ‘THE BLACK SWAN’ AND ‘ANTIFRAGILITY’ BOOKS, WHICH ARE GREATLY RESPECTED IN THE WORLD OF TECHNOLOGY AND RISK TAKING.
