Phoenix operates in a highly regulated healthcare space where trust and clarity are critical. One of my core objectives was to move video beyond performance advertising and establish clinician-led storytelling as a central brand pillar.

My contribution

• Defined a video strategy focused on education, onboarding, and trust

• Partnered with medical leadership to develop clinician-led content frameworks

• Built internal production systems to support repeatable output

• Oversaw creative direction and quality across all deliverables

Outcome

• Established a scalable video system used across multiple conditions

• Improved clarity and trust within customer flows

• Created long-term brand assets beyond paid media