Background

The Exodus Evolution video was the third and final installment in a series for Tightline Development, serving as both a culmination of previous videos and a summary of their product evolution. The Exodus product is a medical device for hip revision surgeries, developed by the independent company TightLine Development to market both themselves and the innovation behind their product.

When marketing a breakthrough medical device, the primary audience is the surgeons who will use it. The goal was to create a video that made doctors immediately recognize its value—where they could see it and think, “That is exactly what we need.” Since the product itself tells the story, our challenge was to identify and emphasize the key features and benefits that impact surgeons most.

Fortunately, we had direct access to both the company’s team and the doctors who use the device. This allowed us to craft a video that accurately reflected real-world use cases, highlighting:

• How the device functions in specific procedures

• Key implements that matter most to surgeons

• The efficiency of single-use sterile packs, which streamline procedures by eliminating the need to open a full surgical kit for every revision case

Pre-Production

Storytelling & Structure

The Exodus Evolution video was built around the real-world impact of the product. Since the innovation speaks for itself, the goal was to structure the narrative around the core benefits that would resonate with surgeons.

We worked closely with Tightline’s team to identify:

• The most critical use cases to feature

• How to showcase individual implements in a way that felt intuitive and practical

• How to emphasize the sterile, single-use packs as a major convenience factor

Visual Approach

One of the most exciting aspects of this project was the opportunity for photorealistic rendering, allowing us to showcase the product with precision and clarity. Unlike conceptual animations, we wanted the materials, lighting, and textures to feel as real as possible, making the video both visually engaging and medically accurate.

This commitment to realism carried through into production and post-production, where high-detail modeling and dynamic lighting techniques helped bring the Exodus product to life in a way that truly sets this video apart.

Concept & Scripting

For the Exodus Evolution project, the client provided CAD models of their surgical instruments and trays, along with design layouts for the packaging. They also supplied reference photos of the actual instruments—critical for ensuring the material accuracy of the final renders. Since the instruments were made from different metals, including blast-finished stainless steel with silicone handles, these references were essential for achieving a photorealistic look.

From the start, collaboration with the client was seamless. In early email exchanges, they shared high-resolution images and Adobe Illustrator source design files, which helped streamline production and integrate branding elements directly. This ensured consistency across their sales materials. 

Once the script was approved, we mapped out the animation’s structure, determining shot sequences to best highlight the product’s features. Since this was a high-end product showcase, we committed to a photorealistic style from the outset, keeping accuracy and clarity at the forefront.

Storyboarding & Rapid Prototyping

The rapid prototype (RP) phase started with a rough animation pass to define camera movements, key shots, and transitions. This step allowed us to test different ways to present the instruments and their packaging before committing to final renders. RP was a critical phase for both the production team and the client—giving us the opportunity to refine the approach early on without incurring the high costs of full rendering.

We first modeled a basic carton box, since many instruments were stored in trays while others were packaged individually. The design for these elements was straightforward, and early animations focused on the tray opening to reveal the neatly arranged instruments inside. Before sharing with the client, we internally reviewed the first RP version to ensure camera movements and framing aligned with the project’s storytelling objectives.

In early discussions, the client emphasized the need for clearer instrument organization. To address this, we animated the instruments breaking down into separate groups based on their surgical applications—each set was color-coded and linked to its corresponding handle or attachment. This approach reinforced the product’s modular design while making the animation intuitive and easy to follow.

The client also requested a dynamic sequence showing how attachments connect to handles. Building on an earlier animation we created for them, we designed a high-energy sequence where components smoothly attached and detached in midair. Camera movements were choreographed to follow the motion of the components, ensuring that viewers could see the mechanical interactions between each piece with complete clarity.

Client feedback drove further refinements. Email exchanges reflect multiple iterations, particularly around how instrument transitions were handled. Client emails throughout this phase highlight the iterative nature of RP. Specific requests were made to call attention to key details—such as ensuring colored bands on attachments were clearly visible to indicate compatibility. We made adjustments to timing, camera movement, and animation speed based on client feedback, ensuring that RP laid a solid foundation for full production.

Once the client signed off on the RP, we moved forward confidently, knowing that all major structural and storytelling elements were locked in.

Production (Full Production / FP)

Design & Animation

With RP locked in, full production shifted to achieving the highest level of realism. We matched materials and textures precisely using physically based rendering (PBR) techniques and advanced shader workflows. Lighting was a key focus—given the instruments’ highly reflective metallic surfaces, we set up scenes against a dark background for contrast and visibility.

To manage complex reflections and dynamic camera movements, we used a mix of HDRI lighting and strategically placed manual lights to ensure consistency across shots. Each scene required a tailored lighting setup to emphasize the instruments’ contours while maintaining clarity.

Client input reinforced the importance of proper lighting. They specifically requested optimal visibility for key instruments, prompting us to manually place additional spotlights in certain shots—enhancing surface detail without overpowering reflections.

Unique Animation Techniques

One of the more technical challenges involved animating the vacuum-sealed packaging. To get the effect right, we used cloth simulation to replicate how the plastic wrap tightens around the instruments, adding a layer of realism to the final presentation. We also animated the unfolding and unpacking of single-use packages to clearly illustrate the user experience.

At this stage, the client requested modifications to the Cup Cutter Body animation, wanting a more detailed breakdown of the assembly process. This meant going beyond a simple product showcase—transforming it into an in-depth, step-by-step demonstration of how attachments connect to the handle and tommy bar. Client emails emphasized clarity, ensuring that surgical professionals could quickly understand the assembly process just by watching the animation.

Collaboration & Revisions

Client feedback was constant throughout production. The back-and-forth collaboration ensured everything—from text callouts to timing of transitions—was dialed in precisely to their expectations.

Post-Production & Delivery

Final Compositing & Color Grading

Post-production centered on refining the visuals inside After Effects. This phase involved adding graphical overlays, on-screen text highlights, and subtle UI elements to improve clarity. For example, rotating handles and moving components were enhanced with motion indicators to make their function immediately clear.

Brand consistency was a priority. The client provided feedback on font choices and graphical elements, requesting minor adjustments to align with their latest branding guidelines. These refinements ensured the final animation seamlessly matched their broader marketing materials.

Final Edits & Optimization

The completed video underwent a final round of tweaks, including transition refinements and pacing adjustments. By the end, we delivered a high-quality, photorealistic animation that clearly showcased the product’s features while remaining visually engaging. The final files—along with captioned versions for accessibility—were handed off for distribution across digital platforms.

—

Transcript:

The makers of the Exodus Revision System are proud to announce the next generation of convenient Hip and Knee Revision Instrumentation.

The Exodus Evolution builds on years of customer feedback constantly improving on our innovative modular hip and knee revision instruments.

All of the Exodus ergonomically designed handles are now provided in a single tray including the slap hammer with a new silicone grip T handle, our flagship Backslap handle, and the cup cutter bodies.

These universal handles are then paired with the attachment tools required for the operation, from femoral hip stem removal to tibial component removal to all-purpose hockey stick osteotomes.

The components are sharp, free from damage and ready to use every time for the ultimate in efficiency and accessibility.

Everything you Need and Nothing you don’t.

Exodus: Designed for revisions. Designed for surgeons.