The ATTUNE® Primary Total Knee System is the largest ever research and development project from DePuy Synthes and was positioned as a comprehensive range of knee implant solutions, incorporating several patented technologies.


In order to narrow the focus, our team had to start with a wider context which included understanding the overall primary knee market conditions, surgeon needs and patient desires.


Led by JMP Health’s creative and strategic partners, Paul and Piers, the team took a series of deep dives, working closely alongside senior brand managers and product engineers to discover a positional route and creative platform that addressed a key insight – a patient’s need for stability and freedom of movement. The ‘stability in motion’ proposition was leveraged to showcase the entire ATTUNE® Knee System which spanned design rationales, training modules, journal print ads, surgical techniques and 3D animated films.