OSHI HEALTH · CREATIVE DIRECTION
Making GI care
impossible to ignore.
The challenge
Client
Oshi Health
Role
Creative Director
Channels
Meta · TikTok · Audio
Oshi Health makes specialized GI care available virtually. I led creative strategy and direction across paid social and audio creative, translating real patient frustrations into a repeatable system built around symptom specificity, validation and platform-native storytelling.
Start with the symptom.
Not the solution.
Patients weren’t looking for “multidisciplinary virtual GI care.” They were thinking about bloating, bathroom emergencies, reflux and everything they had already tried. I built the creative strategy around validation before explanation, using recognizable patient experiences as the hook and introducing Oshi as the resolution.
Native to the channel.
Not resized for it.
Creator direction built for attention and action.
Performance showed that attention alone wasn’t enough. I pushed creator and clinical content toward stronger cold opens, shorter runtimes, first-person storytelling and more conversational delivery instead of polished, scripted advertising.
+240%
conversions on a winning TikTok execution
2×
CTR for video vs. static creative
Finding what worked, then building on it.
Consistent strategy throughout.
I developed a repeatable framework that could move across symptoms, conditions and audiences without turning the work into a template factory. The central idea stayed consistent while the visual language and message flexed with the patient insight.
5.71%
CTR on a top condition-specific concept
34–50%
improvement in downstream efficiency across four top Meta creatives
My role
Creative strategy · Campaign concepts · Art direction · Creator direction · Testing roadmaps · Team leadership · Client collaboration
More work.
More case studies are being added as I rebuild the portfolio.
