Improving customer consideration through online how-to videos
As an Art Director at Wunderman Thompson (VML), I led creative content development for several clients, including Exact Sciences, Ford, Microsoft, Pfizer, etc.
For Cologuard, a leading non-invasive at-home colon cancer test, I directed a series of educational videos. This included defining the concept, building moodboards, and shaping the visual and narrative approach. I supported my team through final asset production, collaborating with video and voice-over teams to ensure quality and consistency across all touchpoints.
These efforts removed uncertainty, helped to build trust, and reduced friction to move customers from consideration to action.
Main KPIs
- Turnaround time per asset
- Approval rate by brand lead
- Stakeholder satisfaction
- Ability to manage multiple projects concurrently
- Ability for the video team to execute based on storyboard
- Ability for the design team to execute illustration assets
- Number of QA tickets
- Engagement metrics
Final Long-Form Video
The final video was then adapted to a series of cut downs.
9 illustrated characters developed to represent the cultural diversity of Cologuard’s audience.
Bespoke illustrations designed for 68 frames.
Sample of script development produced for 6 Scenes.
