Diversity by Doing · A medtech diversity coalition

The starting problem

Medtech has a documented pipeline problem: who gets into the field, who advances, and who gets to build the products that affect every body in America. Diversity by Doing — a coalition of AdvaMed, Stanford BioDesign, Pulmonx, and Cala Health — set out to do something about it through real-world outreach to science and medical students, plus business networking among the partner companies. The work needed to look as credible as the institutions backing it, and travel as easily as a phone notification.

What we built

• Per-cohort segment reels

  Five short-form 9:16 vertical reels, each tuned to one partner's audience — AdvaMed, Stanford BioDesign, Pulmonx, Cala Health — plus a dedicated student-outreach cut. Each told a true story specific to that cohort, not generic coalition copy.

• Business networking event capture

  Coverage and post-production for in-person networking events tied to the initiative. The footage doubled as proof-of-life for the coalition itself and as recruitment material for the next cohort.

• Consistent visual identity across partners

  Despite five different brand stakeholders, we held one unified treatment — fonts, color, motion, captioning style — so the work read as a coalition, not five disconnected projects.

Why it worked

Multi-stakeholder coalitions almost always fail at consistent storytelling because every partner wants their own logo in 4-point type. We negotiated a unified treatment up front, locked it in writing, and shipped against it. The result felt like one initiative — which is what gave the credibility hits its full weight. Students saw a movement, not a sponsorship slide.

The takeaway

When you work with serious institutions, the production has to match. Diversity by Doing isn't a campaign — it's a coalition with a long-term horizon, and the video we built reflects that. Reels are short; the relationships they build aren't.