RADIAL · CREATIVE DIRECTION
Helping people understand
what comes next.
The challenge
Client
Radial
Role
Creative Director
Channels
Paid social · Video · Static
Radial offers TMS treatment for depression. A big part of the creative challenge was helping people understand what treatment-resistant depression can look like, especially when they had already tried antidepressants that weren’t working for them. I led the creative direction around making that story easier to recognize, then explaining TMS in a way that felt clear, credible and human.
What happens when antidepressants aren’t working?
We focused on a moment the audience could recognize: you’ve tried medication, you’ve tried therapy, and you’re still depressed. Instead of leading with a treatment they may not know, the creative started with that lived experience and then introduced another option.
2.58%
CTR on a failed-medication static built around the Wellbutrin message.
Explain TMS without making it feel clinical.
TMS is not something most people already understand. The creative had to teach what it is, how it differs from medication and therapy, and what treatment actually looks like without turning into a medical explainer no one wanted to watch.
3.79%
CTR on the “What is TMS” explainer, one of the account’s most-scaled educational concepts.
The formats people actually responded to.
The account made it clear that polished production wasn’t automatically the answer. Native clinician video and local-news-style creative gave people a believable way into a complicated treatment story. We used those learnings to decide what to repeat, what to scale and what not to keep pushing.
5.4–7.3%
CTR across market versions of the native car-clip concept.
2.96–4.70%
CTR across market versions of the local-news format.
The brand had to do more than sell the treatment.
As the work evolved, we pushed beyond direct-response layouts into more designed proof and identity-led creative. The goal was to make the science and outcomes feel credible while still giving Radial a visual point of view.
My role
Creative strategy · Campaign concepts · Messaging direction · Art direction · Video direction · Testing roadmaps · Team leadership · Client collaboration
More work.
More case studies are being added as I rebuild the portfolio.
Oshi Health
Integrated creative direction
Expressable
Creator + UGC direction
Midi Health
Creative strategy at scale
