Miromatrix | United Therapeutics
[ the problem ]
The intention of this video was to introduce Miromatrix (who they are, what they do, and why their work matters) to both internal and external audiences following their integration into United Therapeutics. The film addresses a familiar challenge: how a larger organization successfully brings on a newly acquired company as it preserves what makes it unique. To that end, instead of focusing on the acquisition itself, we focused on the shared mission that brings both organizations together: advancing groundbreaking medical solutions that can expand access to life-saving organ transplants for patients in need. After all, and as stated at the start of the video, the mission at Miromatrix is to eliminate the organ transplant waiting list through bioengineered organs.
[ our solution ]
We flew out to Eden Prairie, MN, the location of Miromatrix Medical Inc., to learn more about what they do in the place that they do it. Not only did flying to the site give us primary and direct footage of the facilities and the city in which it resides, but it also gave us personal introductions to some of the top brains behind Miromatrix and first-hand access to the labs, research, and revolutionary work that they are doing with real organs. It was important for us to show scenes inside the Miromatrix building in order to help share with audiences the incredible work and medical/scientific advancements that are taking place. What’s more, providing visuals to supplement such groundbreaking science helps contextualize the information coming out of Miromatrix. It draws a line of understanding and access, which was important for us.
Additionally, we wanted audiences to hear first hand from Miromatrix leadership - President Jeff Ross Ph. D. and the Director of Upstream R& D Emily Beck, Ph.D. - about their perspectives and thoughts on the merger. By allowing their own words and voices to be heard, the film captures a sense of optimism and alignment about the acquisition. Ross describes the transition as a “feeling of coming home” explaining that the two organizations share similar core values, ways of operating, and cultural foundations, making the partnership a natural fit.
With this film, we wanted to highlight and bring attention to the exciting coming-together of two top medical research companies. We strove to bring attention to Miromatrix and the exciting work they are doing. We believed that the story stands on its own, and effectively achieves that.
[ what we did ]
- Introduced Miromatrix's mission and work
- Focused on shared merger vision
- Filmed on location in Minnesota
- Created custom graphics
- Showcased labs and bioengineering research
- Interviewed leadership on integration and culture
[ stills ]
