SELECTED WORK

A selection of brand, communications, and content work spanning healthcare, SaaS, and martech. From national brand moments to campaign infrastructure to executive storytelling.

SPRING HEALTH X ALMA BRAND FILM

Scripted and produced the brand film announcing Spring Health's acquisition of Alma — anchored on a "what if" narrative structure and closing on "Spring Health. The first lifelong mental health platform." Directed the creative vision, wrote the script, and oversaw production and distribution.

VERA-MH LAUNCH

VERA-MH is the industry's first open benchmark on safe and ethical AI in mental health. I led the full brand and communications strategy for its launch — defining the category narrative, developing external positioning, managing the agency relationship, and directing the announcement strategy. I also produced and co-wrote the launch video.

ATTENTIVE'S 90'S HOLIDAY CAMPAIGN

Attentive wanted to launch the holiday season with something unexpected. I conceived, wrote, storyboarded, and directed this 90s-inspired infomercial. It became the brand's top-performing piece of original video content that year.

ATTENTIVE UNIVERSITY

To establish Attentive as the definitive resource on SMS marketing, I created Attentive University, the first SMS learning channel on YouTube. I ideated the concept, wrote and storyboarded the first eight episodes, and co-directed the series. It positioned Attentive as a category educator at a moment when the space was just emerging.

WEILL CORNELL'S DEBT FREE ANNOUNCEMENT

When Weill Cornell Medicine announced it would become debt-free for medical students, the story needed to feel as meaningful as the moment. I wrote, storyboarded, and edited this short animation capturing the human impact of the decision on future students. When national news outlets picked up the story, this piece traveled with it.

SPRING HEALTH TIME MAGAZINE COVER

Led the PR and narrative strategy that resulted in Spring Health CEO April Koh being named to the TIME Next 100 — generating 7.5M broadcast reach, 57.7M print circulation, and 2.3B online impressions.

HUMANIZING A WORLD-CLASS MEDICAL INSTITUTION

To make Weill Cornell Medicine feel less like an institution and more like the people inside it, I transformed their Instagram into a digital magazine — telling the stories of patients and the physicians who cared for them. The strategy generated a 40% increase in followers and established a content model the account still uses today.