Cancer Risk Videos

Background: Our original videos were long, outdated, and off-brand.

Challenges: The videos were initially scoped with marketing to be whiteboard explainers for patients with and without a cancer diagnosis. In short time, I needed to develop a better brand strategy for the patient experience. Reviewing previous research, I started from scratch by rewriting the creative brief and sourcing a new agency within budget, and utilize our team for the script provided by our talented Head of Content.

Opportunities: Connecting with our patients emotionally during a very personal and emotional point in the the healthcare process. Our videos are a brand touch point to be a reliable, trustworthy, and informative source. It's not a moment where we can afford to be overwhelming or add to the stress surrounding healthcare and whether or not you or your family may have genetic variants that can lead to a cancer diagnosis. We also had an opportunity for cross-functional team collaboration and showcasing what can be achieved by bringing the creative team into the process and being the liaison for the agency and internal marketing team.

Outcomes: Invitae now has two beautiful videos worthy of being shown in the comfort of a provider's office and living on our public website and channels. The Creative Director, Tariq Al-Ani, and the team at The Like Minded did a fantastic job of blending our vision and strategy while helping us find solutions and compromises with our collaborators. The Like Minded was also able to do more and come in under budget compared to the original quotes proposed for the whiteboard explainer video.