HEALTH &
WELLNESS
Health and wellness work spanning research, ingredients and evidence — a contact lens engineered over ten years, a beauty industry with far less ingredient regulation than most people realize, a hair-loss brand built on hard science with a playful voice.
Dailies Total 1 | Alcon
Waiting-Room Film | Digital Wallboard Loop | Sales Sizzle | Documentary | Mechanism of Action
A premium contact lens built on a decade of materials science — told through one consistent visual language of water in motion, stretched across five very different rooms.
I led creative end to end on five videos for the Dailies Total 1 launch — different formats, different audiences, one product story.
The waiting-room film carries the same messaging as the brochure, told without a single word — scripted and storyboarded with no voiceover, shot by Martin Ahlgren, ASC (Rolling Stones, House of Cards, 3 Body Problem) and built entirely from sensual, category-breaking visuals of water in motion, closing on an invitation to ask your doctor about a free trial.
The digital wallboard loop strips that same visual language down to its essential line on comfort — a tighter, 30-second cut flexible enough to run anywhere a screen exists, closing with a simple prompt: ask your eyecare professional.
The sales sizzle reel shifts gears entirely — voiced by the same talent behind Tony the Tiger's "They're Grrreat!," built to energize the sales team and prescribing doctors fast.
The full documentary goes straight to the source: I wrote and conducted the interviews with the engineers, scientists, doctors, and patients behind the lens — the only person on set representing the creative team.
The Mechanism of Action video goes deeper still — a closer look at exactly how the water-gradient technology works, for audiences who want the full scientific story.
Brand & Voice Development I Nutrafol
Nutrafol came to me at a pivotal moment—three co-founders, each with a different instinct for what the brand should sound like, and no unified voice yet. We ran voice workshops, wrote and rewrote positioning, and worked through where their individual convictions overlapped and where they didn't.
The founders' stories were the heart of it. Roland Peralta researched botanicals to treat his own thyroid cancer and rheumatoid arthritis, and noticed his hair regrowing as a result. Giorgos Tsetis, a former model, had tried pharmaceutical hair-loss treatments with side effects he didn't want to live with. Dr. Sophia Kogan, the company's Chief Medical Officer, had lost hair to the stress of medical school and brought her clinical training to the brand's science. These weren't manufactured origin stories—they were the actual reasons the product existed, and the writing needed to honor that.
At a certain point, I brought in a strategist I'd worked with earlier in my career, and her thinking helped shift the brand's positioning from hair loss to hair growth—a reframe that gave the whole voice somewhere more hopeful to live. That shift seemed to be part of what got the brand over the finish line with investors. Nutrafol was later acquired by Unilever.
Intelligent Nutrients is Aveda founder Horst Rechelbacher’s 2nd pioneering beauty brand. It seems fitting to put it under my Health and Wellness tab, because he was the first to introduce me into this world. Through working with him, I learned—and wrote about—how the multi-billion dollar supplement industry is not regulated by the FDA. Brands can essentially say whatever they want and they don’t need to list how much of any ingredient is in the bottle.
At IN, we consulted with The Environmental Working Group’s Skindeep, an online database whose work it was to call out the harmful chemicals in products. We were the first to talk about greenwashing. Part of my role as lead writer was to research organic regulatory bodies, interview farmers and meet with scientists. Together we wrote white papers for sustainability journals about the harmfulness of pesticides not only in food and beauty products, but also in other consumer goods like cotton. Horst was the first to believe that every ingredient in a beauty product had to be safe enough to eat. Just like Aveda, which was using organic ingredients before hardly anyone else was, Intelligent Nutrients was another pioneering brand that pushed the boundaries of "health and wellness" even further.
Selected writing from Intelligent Nutrients, 2008
