On November 13, 2023 Sirona Medical introduced radiology to its first entirely new tech stack in over a decade—radiology’s first cloud-native, unified radiology workflow. The multi-phase campaign comprised of a pre-launch buzz building, a one hour launch event live streamed from Sirona’s website, and capped off with Sirona’s presence at radiology’s premier global conference, RSNA23. Working independently as the marketing department, I helped bring this vision to life, and took a lead on design as well as video shooting and editing.