Robotic surgery, explained without the jargon

The vertical side of a surgeon's channel, and the side where the numbers are.

The brief. Same engagement as his long-form work: a renowned surgeon, a genuinely technical subject, and an audience that arrives worried rather than curious.

What I did. Cut from the same strategy and the same scripts, reframed for vertical rather than cropped. Captions are burned in and styled to his own brand instead of a default, and the opening seconds have to do the job a thumbnail does everywhere else — on a subject nobody searches for casually, the first line decides whether the rest gets watched.

The result. This is where the work travels: strong traction across Reels, with one video past 200,000 views on Instagram.