The freedom
to be yourself

Philips - ePatch

Close-up of a clock with a minimalist design, showing the time. The clock has a white face with simple gray hands.

Challenge

Traditional heart monitoring with a Holter monitor is effective but limits movement with wires and electrodes. Philips revolutionized this with a simple, wireless smart patch, allowing patients to monitor their hearts effortlessly while living their normal lives. To launch this game-changing innovation, they needed a strategy that resonated - and that’s where we came in.

Solution

Creanza knows that people connect best with imagery that reflects their own lives - like the freedom to keep moving while seamlessly sending vital health data to their clinic. To showcase the ePatch’s true impact, we focused on capturing the ease, comfort, and lifestyle benefits it brings to everyday life.

Results

By understanding patients' needs, we could mirror real-life behavior and highlight the true human benefits of the ePatch. Through lifestyle photography, we captured the ease and freedom it offers, making it easy for both patients and clinicians to see its value in a natural, relatable way - all while working within the set guidelines from Philips.

Philips ePatch
The freedom to be yourself

01 Background

02 Strategy

03 Deliverables

04 Results

Case study

A person holding a white Philips ePatch medical device with a black handheld scanner in their hand. The background is blurred.

Philips introduced the ePatch, a revolutionary smart heart monitor, first in the Netherlands and then across Europe. Designed to detect heart rhythm disorders like atrial fibrillation, the ePatch brings a new level of convenience and accuracy to heart monitoring, helping both patients and doctors catch potential issues before they become serious.

Atrial fibrillation is a common but often unnoticed condition that can lead to severe health risks such as stroke, dementia, and heart failure. The ePatch offers an innovative way to track heart activity continuously, making early detection easier and more accessible. With its discreet, wireless design, it provides reliable data without disrupting daily life.

Traditionally, heart monitoring relied on Holter monitors - bulky devices with electrodes and wires connected to a box worn around the neck. While effective, they only capture short-term data, limit movement, and require extensive manual data analysis. The ePatch eliminates these challenges by offering a seamless, extended monitoring experience, improving both patient comfort and clinical efficiency.

Philips ePatch
The freedom to be yourself

01 Background

02 Strategy

03 Deliverables

04 Results

The strategy

To effectively showcase the ePatch’s benefits, Creanza focused on a patient-centric visual approach, capturing real-life scenarios where individuals seamlessly incorporated the device into their daily lives. The imagery emphasized comfort, freedom of movement, and the non-invasive nature of the ePatch, reinforcing its ease of use and practicality.

A diverse representation strategy ensured that the campaign resonated with a broad audience, highlighting the ePatch’s suitability for people of all ages and lifestyles. By prioritizing authentic, relatable moments, the visuals demonstrated how the ePatch integrates effortlessly into everyday routines, making heart monitoring more accessible and less disruptive.

Objectives

Showcase the real world benefits of using a Philips ePatch and capture the patients lifestyles through perfectly crafted photography

“Bringing Philips’ vision to life, we carefully looked in to every detail - from model selection to storyboarding, locations, and even catering. With a keen eye for brand alignment, we guided the shoot to ensure every image captured the perfect balance of authenticity, precision, and purpose.”

Philips ePatch
The freedom to be yourself

01 Background

02 Strategy

03 Deliverables

04 Results

Deliverables

Key images - lifestyle

An elderly man with gray, curly hair and a beard, standing outdoors with a background of green trees and blue sky. He is wearing a white t-shirt and gray shorts, and appears to be in a park.
Close-up of an elderly woman with gray curly hair, wearing a gray collared shirt with a name tag that says 'Philips' and 'Pediatrics', standing against a background with beige and pink sections.
Senior man with curly gray hair cleaning his face with a tissue while looking in the mirror in a bathroom.
A middle-aged man with gray hair and a beard, wearing a denim shirt, sitting on a white couch, reading a book with an orange cover.
A person pressing a remote control button labeled 'Philips' on a television.
An elderly woman with gray hair sleeping peacefully on her side in a bed with pink pillows and a metal headboard, wearing a dark floral blouse and a colorful quilted blanket.

Assets - lifestyle

A middle-aged man with short gray hair and a beard, wearing a denim jacket over a shirt, standing against a plain gray wall.
A smiling man with curly gray and black hair, wearing glasses and a navy blue shirt, standing against a textured gray background.
A smiling middle-aged woman with shoulder-length dark hair wearing a pink button-up shirt with a medical device attached to her chest, standing in front of a neutral gray background.
A middle-aged woman with curly blonde hair wearing a coral-colored jacket, standing against a textured gray background.
A smiling middle-aged African American man with gray curly hair and a beard, wearing a red and navy checkered shirt, standing against a plain gray background.
An elderly woman with gray, curly hair and a warm smile, wearing a teal button-up shirt and a white medical device clipped to her neckline, standing against a gray textured background.
A smiling elderly woman with gray curly hair wearing a light blue shirt and a Philips ePatch device on her chest, with text highlighting the benefits of Philips ePatch for cryptogenic stroke monitoring.
A smiling man with gray curly hair and beard wearing a red and blue plaid shirt, sitting at a table with a pile of puzzle pieces and a pair of glasses, in front of a background with bright sunlight and a window.
A smiling middle-aged man with curly gray hair, glasses, and a wireless monitor on his chest, sitting on a beige couch with a pillow, holding a smartphone, in a clinical setting with text encouraging awareness about arrhythmias.
A woman outdoors holding a glass of dark beverage, smiling at the camera, with tall grass and a black wooden building in the background. Overlaid text discusses the risk of developing serious cardiac arrhythmia.

Key images - professional

Close-up of an elderly woman with gray hair and light skin, smiling, wearing a gray shirt, standing in a clinical or medical environment, with a Philips brand device clipped to her shirt.
A young woman with long blonde hair, glasses, and a blue shirt wearing a headset is working at her desk, looking at a computer monitor. In the background, two more people are focused on their screens in an office setting.
A male healthcare worker with curly hair and a goatee wearing a white coat and blue gloves, holding a medical device, in a clinical setting.
A female nurse wearing a white uniform with red trim, standing with her arms crossed and smiling in a bright healthcare setting.
A smiling woman in a white medical uniform sitting at a desk with computer monitors displaying medical data in a clinical setting.
Healthcare professional in blue gloves administering a vaccine to an elderly woman.
A female healthcare worker explaining a medical device to an elderly woman in a clinical setting.
Young healthcare worker talking with an elderly woman in a hospital setting.

Philips ePatch
The freedom to be yourself

01 Background

02 Strategy

03 Deliverables

04 Results

Results Count

The lifestyle photography brought the ePatch to life, capturing real people effortlessly going about their day while benefiting from its smart, discreet design. Whether it was a morning jog, a quiet moment with a book, or a busy workday, every image showcased just how seamlessly the ePatch fits into everyday life.

This relatable, real-world approach made it easy for both patients and healthcare providers to see its value—not just as a medical device but as a tool for better living. By focusing on authenticity and ease of use, the visuals strengthened Philips' connection with medical professionals and importantly, potential users, building trust in the ePatch’s innovation, reliability, and patient-friendly design.

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