McKesson

Let's Get Acquainted

A revolutionary healthcare platform ensuring patient data integrity and accessibility introduces itself to the world

Project
Fuse Launch Video

Medium
Digital Video

Agency
Propeller (New York & Los Angeles)

Role
Design Direction
Brand Management
Content Strategy
Script Writing
Agency Management

Year
2017

Objective
The goal of the launch video was to convey Fuse’s capabilities with clarity and authority, in a voice aligned with the brand’s assuring, authoritative tone. We wanted to avoid simply listing its features, wrapped in jargon and anxiety-based appeals, a strategy all too common in the category. Instead, we set out to spark deep interest, establish trust, and position Fuse as more than a product, but a new kind of partner in healthcare.

Solution
We let Fuse speak for itself—literally. By giving the platform its own voice, we created a narrative rooted in assurance and intelligence, designed to make a direct and lasting impression. The tone was confident yet approachable, and the visuals—vibrant, metaphor-driven, and deliberately non-literal—reinforced Fuse’s core attributes: speed, security, interconnectivity, and clarity. The result wasn’t just an explanation of what Fuse does but an invitation to imagine what healthcare could be, with a platform that feels as intuitive as it is indispensable.