NAMI needed mental health content that would reach African American and Latino/Hispanic communities without sounding like advertising. So we didn't script it. I designed the shoot as guided conversations where real participants spoke about their own experience in their own words. One day on set produced the whole library: Sharing Hope for the African American community, and Compartiendo Esperanza and Support Groups for the Latino/Hispanic community, in English and Spanish. It was cut into about 40 :15 and :30 assets for YouTube, connected TV, and Meta, so NAMI's team could run the same stories across every placement without another production day. Campaign performance was tracked by NAMI's internal team.

Services: Creative Direction, Direction, Production, Casting, Pre-Production, Post-Production