CLIENT
VSP Vision Care

ROLE
Video Team Lead
(Team Leader, Video Producer, Brand Storyteller)

THE CHALLENGE
VSP wanted to elevate its Doctor Network as a key differentiator in the crowded vision care market. The goal was to speak directly to consumers with an emotionally resonant, brand-aligned message that drove awareness and trust—without relying on traditional insurance messaging.

THE SOLUTION
As head of VSP’s 9-person digital content team (within the 40-person in-house agency, Agency West), I led the ideation and production of a direct-to-consumer video series spotlighting real doctors and the human side of eye care.

Key responsibilities included:

• Concept development, storyboarding, location scouting
• Collaborating closely with our internal client team
• Overseeing the full production process—from shoots to edits

The result was a series that brought the Doctor Network to life through authentic storytelling and visually rich, documentary-style content.

THE OUTCOME

• Winner of a 2019 ADDY Award for branded content
• Strengthened VSP’s consumer positioning by humanizing the brand
• Served as a model for future patient-first storytelling across other campaigns
• Reinforced internal collaboration between Creative, Marketing, and Business Units
• Proved the value of in-house creative through high-quality, emotionally engaging work