Grow Therapy

Role: Director, Producer, Editor, & Cinematographer

Location: Los Angeles, CA

Format: Connected TV (CTV) & Broadcast Commercial

Objective & Strategic Context

This campaign kicked off right on the threshold of a major company rebrand. While the brand identity was transitioning, the performance marketing engine could not slow down. The creative challenge was straightforward but demanding: produce a high-converting video asset that felt visually grounded in the upcoming brand refresh without alienating current positioning.

Grow Therapy provided a solid direct-response brief and an initial voiceover framework. From there, I developed a visual concept built around practical camera transitions and environmental shift cues.

To mirror the emotional shift from isolation to clarity, we used synchronized lighting and color transitions around the lead talent. We also integrated custom UI motion design directly into the live-action narrative to demonstrate how simple it is to book and attend a session through the platform.

Production Scope & Logistics

To maintain absolute control over the lighting cues and visual mood shifts, we opted for a controlled studio build in Burbank, California.

Working under a lean production budget, I served as director, producer, and cinematographer. This agile footprint allowed us to keep overhead low while investing the budget directly on screen into two critical production roles:

Lighting & Technical Execution: I brought in a trusted gaffer during pre-production to pre-plan our cue sequences and build out the pre-rigged grid. This ensured that on shoot day, complex color temperature transitions ran smoothly on cue without burning production time.

Art Direction & Set Staging: We hired a veteran set designer to source, stage, and return multi-scene practical furniture setups within a single day.

Collaborative Client Review: The Grow Therapy creative team flew in for the shoot. Because pre-production planning was locked down early, we collaborated in real time on wardrobe, props, and frame adjustments, wrapping ahead of schedule.

Post-Production & Motion Design

Post-production required a dynamic motion graphics pass to blend UI functionality with live action.

Collaborating with long-time animator Yogesh, we adapted Grow Therapy's vector design assets into fluid, on-screen animations. These animated interface elements highlighted platform onboarding and provider booking, adding substantial commercial polish while reinforcing product ease-of-use.

Deliverables & Performance Results

Core Deliverable: 1x :30s Connected TV (CTV) Master Commercial (16:9 4K).

Performance: The spot immediately beat internal performance benchmarks for paid acquisition.

Extended Reach: Following initial campaign success on CTV networks, Grow Therapy expanded the campaign scope and relicensed the spot for an additional full-year run on national broadcast television.