ACCURAY — 30 Year Campaign
A Cinematic Anniversary Built for the Exhibition Floor
To celebrate Accuray's 30th anniversary, we crafted a cinematic promotional video that captured the brand's legacy and forward momentum. Starting from a detailed storyboard, we planned and animated the full campaign — producing a hero exhibition video for the Estro trade show in Europe and a cut-down Instagram version for digital audiences.
The result was a visually rich, story-driven piece that honoured 30 years of excellence in precision radiation therapy — conveyed through dynamic motion graphics, bold typography, and a cinematic narrative arc built from scratch.
Honour 30 Years Without Feeling Like a Corporate Reel
The brief called for a celebratory anniversary video that captured Accuray's 30-year legacy in precision radiation therapy — without slipping into generic corporate montage territory. The video had to perform in two radically different environments: a full-scale exhibition hall screen at Estro Europe, and a punchy Instagram reel for digital audiences. Same story, two completely different attention spans.
Storyboard First, Then Animate Every Frame
Fifteen storyboard frames locked the narrative arc, motion language, and pacing before a single pixel was animated. The resulting film layers bold kinetic typography with archival-weight motion design to create an emotional arc rather than a fact sheet. The Instagram edit was then extracted from the same master — same gravity, shorter fuse.
How This Was Built
Brief & Strategy
Campaign commissioned for Accuray's 30th anniversary presentation at the ESTRO trade show in Europe. The objective: a cinematic short film celebrating three decades of radiation therapy innovation — designed to command attention on the trade show floor, not just fill a screen.
Storyboard & Direction
Shot-by-shot storyboard developed from the creative brief. Narrative arc mapped: legacy → product innovation → patient impact → future vision. Typography-led title sequences designed to carry weight in a conference hall environment with ambient noise.
Motion Production
After Effects pipeline for all animated sequences. Brand assets, archival material, and product footage composited and graded to a unified cinematic look. Audio design and music selected to match the anniversary tone — celebratory but measured.
Delivery & Deployment
Final master delivered in broadcast-safe colour and multiple aspect ratios for trade show display and digital distribution. Handed off with all source files and export configurations for client-side repurposing.
The Storyboard
Every frame of the campaign was planned through a detailed storyboard — mapping the narrative arc, motion language, and timing before a single pixel was animated.
← Scroll to view all 15 frames
The Exhibition Video
The hero video produced for the Estro trade show floor — choreographed to command attention in a large exhibition environment with immersive motion graphics and bold storytelling.
Click to watch full video ↗
Instagram Reel
A cut-down vertical edit designed for Instagram — same cinematic energy, reframed for a social media audience with tight pacing and optimised for mobile viewing.
Click to watch Instagram Reel ↗