Tell us a bit about your organization and what your specialty is in the film and video space.

U360 Medical, an Upstream 360 company, is a product communication agency that unites the science of medical messaging with the clarity of consumer marketing. We specialize in film and video that simplify medical science, transforming insights into stories that educate, engage, and empower healthcare consumers. From cinematic launch films to digital campaigns, our work reaches healthcare professionals and patients alike, helping them understand and connect with the science. In short, we create medical stories that inspire confidence, deepen adoption, and deliver impact.

What is your organization’s ethos and how does it set you apart from industry competitors?

At U360 Medical our ethos is simple: medical science deserves great storytelling. We approach healthcare professionals and patients as “healthcare consumers”, understanding that the right story drives understanding, connection, and engagement. For over 20 years, we’ve partnered with leading consumer and medical brands, giving us a unique perspective on translating science into clear, compelling content. Every product, medication, device, procedure, or condition has a hidden, intuitive idea at its core, a WOW, and we craft captivating stories around it. Our expertise transforms medical messaging with greater opportunity, clarity, and creativity, delivering work that informs, motivates, and drives measurable impact.

How can people join or learn more about what you do?

Visit https://www.u360medical.com/

Tell us about your Telly Award winning piece. What’s the story behind it?

Our Combat Roach Baits project needed to be smart, creative, and humane. Combat hadn’t marketed in years and wasn’t sure who their true audience was, so they came to us to relaunch the brand with impact.

Roaches are an emotional problem. The thought of one is unsettling, and the sight is downright terrifying. Most people rely on roach sprays, which only eliminate the few roaches they see. For every roach you spot, there are likely dozens more hiding. Combat, however, works proactively, targeting the entire nest, including the ones you don’t see

Our 3-second WOW shows that Combat kills the roaches you see and the ones you don’t, it kills the entire nest. A big differentiator.

We approached the bugs with creativity and humanity, using digital roaches so no bugs were harmed in the making of the video. The result was a campaign that not only educated consumers but also reestablished Combat as a leader in pest control.

What are you most proud of about this piece? What was your biggest challenge during production and how did you solve it?

What we’re most proud of with the Combat piece is how it delivered results that truly spoke for themselves. It was one of Combat’s highest-rated, best-tested ads, helping to grow their market share. Equally important, it reflects the trust our clients place in us, allowing us to become true partners, guiding strategy, creative, and execution together. That kind of collaboration is the kind of win we love to celebrate.

The biggest challenge during production was bringing the roaches to life without using real bugs. Actors had to convincingly interact with imaginary pests while we digitally created the roaches in post, ensuring none were harmed. Precision in timing, reactions, and choreography was critical to make the scenes feel real and deliver the 3-Second WOW while clearly communicating the product’s effectiveness.

Do you have any advice to other filmmakers based on your career or your team’s approach to work?

Do it because you care. Passion shows in the work. At U360 Medical, we create projects that feel unmistakably “us,” combining scientific insight with clear, compelling storytelling to deliver a genuine WOW. Our clients come to us for perspective, and the same should be true of any filmmaker. Bring your own point of view. You are not hired to repeat what has already been imagined. You are hired to see it differently, illuminate the science, and make it resonate in ways no one else has yet.

Can you share a behind the scenes story or fun fact about the making of your piece?

Behind the scenes of our Combat shoot: Ohio in February was freezing! We were filming on a real front porch in the dead of winter, which meant the house was super cold, and we had to be careful not to slam the door too hard or break it.

Also, casting was key as our actors needed just the right mix of comedic timing and relatable reactions to sell the story. This was Combat’s first ad introducing a proactive approach, treating roaches before they invade, and our actors had to convincingly interact with digital bugs, smacking imaginary roaches while making it feel real. Shooting in the cold with invisible pests definitely made for some memorable moments!

Tell us about the most memorable response you got from this work.

The most memorable response from the Combat campaign came from the results themselves. Quantitative testing showed it was one of Combat’s highest-rated, best-performing ads, driving increased awareness and helping grow market share. Seeing the campaign deliver both measurable business impact and positive client feedback reinforced the power of combining strong storytelling with strategic execution.

Complete this sentence: ‘Great video storytelling is…’

… about merging emotion and logic to show who the subject is and what makes them different. It teaches the audience something they didn’t know, builds trust, and creates a connection that sticks long after the story is told.