Situation: There are very few regions of the world where surgeons share the wealth of knowledge that is present in top hospitals around the US. GIBLIB set out to capture the knowledge and skills of these surgeons and transfer them to anyone willing to learn, through a high-quality medical video library of footage shot by GIBLIB and edited with Hollywood-esque production quality.

Strategy: We picked specific areas of surgery that were both innovative and provocative to the media. None fit the bill more than gender affirmation surgery. We were able to source Caitlyn Jenner as an influencer and spokesperson, merging the worlds of healthcare and entertainment.

Results: Not only were we able to reach the top-tier media, we also had our first feature in People Magazine, with GIBLIB’s CEO along with Caitlin Jenner.