INSIGHT OUT crafts a refined creative vision for IRIS by Starck
IRIS by STARCK represents a landmark moment in the creative journey of INSIGHT OUT, the multidisciplinary studio founded by Simone and Luca Scalzo.
Known for their thoughtful visual storytelling and refined creative direction, the studio played a central role in shaping how the world would first encounter this revolutionary healthtech product.
Tasked with launching the first medical device ever designed by Philippe Starck, INSIGHT OUT brought together a carefully curated team to craft every visual and emotional detail surrounding IRIS’s debut.
The team embraced a neutral, modern aesthetic to ensure that STARCK’s design remained the hero, untouched by excessive ornamentation or narrative distraction. This clarity of vision guided every decision, from the visual metaphors to the motion language.
Collaborating with TEF Studio for 3D design and animation, Bernard Rylance for art direction, and Álvaro Pastor for still imagery, INSIGHT OUT orchestrated a campaign that was minimal yet emotionally resonant.
The core of the visual story was movement. Rather than rely on technical showcases, the teaser video introduced IRIS through a gradual build, starting from internal components and progressing to the sleek outer form.
The narrative structure was driven by discovery, allowing the design to emerge piece by piece. The addition of a floating sphere, symbolizing the interaction between user and device, added a poetic rhythm to the storytelling.
Each frame was composed to evoke not just innovation, but elegance and trust.
Creative risks were embraced throughout. One of the most pivotal choices involved the soundtrack for the hero video.
The team selected a highly emotive piece of music early on but held it back until the final edit. It was a deliberate gamble, knowing the track could demand a complete recut if it didn’t align with client expectations. But the decision paid off.
The music amplified the narrative arc and elevated the presentation, resonating deeply with both audience and client.
The most rewarding moment for the INSIGHT OUT team came during the gala premiere at the Four Seasons in Paris. There, surrounded by peers and industry leaders, their work was unveiled with Starck himself in attendance. His personal praise for the campaign affirmed the creative risks and rigorous discipline that defined the project.
For INSIGHT OUT, IRIS was not just a client engagement, it was a statement of intent. A demonstration of how meaningful design communication emerges from the quiet confidence of a creative team willing to take risks, stay patient, and trust their instincts.
All images courtesy of INSIGHT OUT
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