A fledgling biotech company interested in making headway in an already saturated market was preparing to launch its brand, as well as its first product, at one of North America’s largest spine channel conventions. This company and its disruptive technology needed an equally disruptive approach to grab the attention of the spine surgeons in attendance. Utilizing elements from the in-channel launch ad, as well as strategically located digital billboard, our eye-catching piece drew connections between the new company, its product, and the industry’s gold standard (natural materials for natural tissue repair), and helped to drive attendance to the company’s booth.