CLIENT
VSP Vision Care, Global Corporate Communications

ROLE
As Digital Content Team Lead, I led a 9-person video team inside VSP’s in-house agency, producing video, photography, and digital storytelling across five business units. Earning five ADDY Awards and producing VSP’s top-performing video ever with over 2M views.

THE CHALLENGE
Global Corporate Comms approached me with an early concept for MS Awareness Month: highlighting how comprehensive eye exams can detect early signs of Multiple Sclerosis. They had a potential lead—a woman who had recently experienced this firsthand and was willing to share her story. What they needed from us was to determine whether her experience could become a compelling, human-centered narrative that would educate, resonate, and elevate awareness of the importance of annual eye exams.

THE SOLUTION
After meeting with her, it was immediately clear that her authenticity, communication style, and lived experience made her story incredibly powerful. Her home also offered the perfect environment to ground the piece in real life rather than production artifice.

We developed a sensitive, documentary-style narrative structure, coordinated with her family, and prepared our team and location for an intimate, story-first production approach. The goal was simple: create an emotionally honest film that demystifies early MS detection and showcases the life-changing value of routine eye exams.

THE OUTCOME

• Humanized the life-saving importance of comprehensive eye exams through a relatable, real-world narrative.
• Produced VSP’s highest-performing video to date, reaching 2M+ views—4x our original goal.
• Achieved exceptional engagement, with 10% of viewers watching 75% or more of the video, far surpassing industry benchmarks for branded content.
• Demonstrated the power of cross-team alignment: close collaboration with internal marketing partners and strategic use of multiple distribution channels significantly amplified reach, impact, and overall performance.