Brand Platform | Life Unpaused – National Awareness Campaign

National brand platform designed to reposition The Joint Chiropractic around everyday life enablement through emotionally resonant storytelling.

Life Unpaused was developed as a national brand awareness platform to evolve how The Joint shows up in culture. The work focused on shifting perception from episodic pain relief to enabling everyday moments of movement, presence, and life lived without interruption.

I led the creative development end-to-end, from concept exploration and message testing through agency selection, production, and executive-level performance synthesis.

My Role

• Brand platform ideation and creative direction

• Concept testing with current and prospective patients

• RFP development and production agency selection

• Creative partnership through video and static production

• Executive reporting and performance synthesis

Brand Campaign | Adjusted to You – Paid Media Creative

Brand campaign focused on personalization and relevance, designed to meet consumers where they are through flexible, performance-driven creative.

Adjusted to You was developed as a brand campaign designed to highlight the personalized nature of chiropractic care at The Joint. The work focused on creating relatable, adaptable storytelling that could flex across audiences, formats, and paid media placements while maintaining a consistent brand voice.

I partnered closely with an external agency to guide creative direction, ensuring scripts, tone, pacing, and music aligned with brand strategy and performed effectively across paid channels.

My Role

• Creative direction and brand alignment

• Script and narrative feedback

• Music and tone guidance

• Direction of paid media asset variations and cutdowns

• Creative partnership with agency and media teams