EXPRESSABLE · CREATIVE DIRECTION
Helping parents know
when to trust their gut.
The challenge
Client
Expressable
Role
Creative Director
Channels
Meta · Video · Testimonials
Parents don’t always know whether a speech delay is something to worry about or something their child will grow out of. The creative needed to meet them in that uncertainty, help them recognize when it might be time to act, and show how virtual speech therapy could fit naturally into everyday family life.
Start with the question parents are already asking.
The strongest territory wasn’t a generic description of the service. It started with the worry itself: Is my child behind? Is it too early to do something? We built the creative around helping parents recognize that uncertainty and giving them a clear next step.
1.63%
CTR on the “too early / trust your instincts” territory
The session wasn’t the whole story.
One of the most useful parts of the Expressable model was parent coaching. The therapist wasn’t only working with the child. Parents were learning how to use the same strategies during play, meals, reading and everyday routines, so practice could continue between sessions.
Parents made the service feel real.
Parent-led testimonial creative helped make virtual care feel less abstract. The strongest executions felt direct and personal, without overproducing the story. That gave us a clearer sense of how to edit, open and frame future testimonial work.
2.31%
CTR on a 30-second patient testimonial
Show why virtual care works for real family life.
The comparison wasn’t about claiming virtual therapy was clinically better. It was about access, less friction and parent participation: the same licensed care, without the logistics of getting to another appointment, plus coaching parents could keep using at home.
My role
Creative strategy · Messaging direction · Testimonial direction · Educational concepts · Art direction · Testing roadmaps · Team leadership · Client collaboration
More work.
More case studies are being added as I rebuild the portfolio.
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Integrated creative direction
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Creative strategy at scale
