Introducing the ultimate Si3N4.
- Campaign Concepting
- Copywriting
- Creative Direction
- Surgeon-Facing Campaign
- Print Collateral
- Silicon Nitride Sample Holder
- Trade Show Experience
- Turned a technical material story into a clear campaign platform
- Made silicon nitride benefits easier for surgeons to understand
- Extended the campaign across print, sample and experiential touchpoints
Formerly Amedica, SINTX Technologies is a leading manufacturer of silicon nitride, a ceramic material used in biomedical and industrial applications. For spine surgeons evaluating implant materials, the challenge was not simply awareness. It was helping them understand why the material itself mattered.
The campaign needed to translate a technical story into a clear, memorable argument: silicon nitride offered meaningful advantages over conventional implant materials like titanium and PEEK, including stronger biological performance, reduced bacterial colonization and improved bone on-growth.
JUST CAUSE developed the 'Material Matters' campaign system to make those advantages clear, credible and hard to ignore. Through bold visual metaphors, direct surgeon-facing headlines and evidence-led support copy, the campaign positioned silicon nitride not as a technical detail, but as a smarter foundation for spinal fusion.
Bold campaign visuals and evidence-led messaging helped spinal surgeons understand why silicon nitride mattered as an implant material.
The sample holder extended Material Matters beyond print, turning the silicon nitride story into a tactile piece that could support in-person conversations with surgeons.
An interactive display designed to help surgeons engage with the benefits of silicon nitride.
Surgeons stepped onto the active area and the graphic responded in real time, turning an abstract material claim into something they could feel happen under their own foot. Two scenarios — one for biological attraction, one for bacterial defense — each driven by a before-and-after reveal.
Idle — osteoblasts mill about in loose groups when no foot is present.
Idle — bacteria mill about when no foot is present.