ProblemAcupuncture can feel intimidating or unfamiliar to most people. Modern Acupuncture needed a way to reframe it making the practice feel approachable, modern, and part of everyday wellness.
ApproachI developed the campaign concept and directed a series of videos using real patients not actors to tell authentic stories of care and transformation. The goal wasn’t to chase trends, but to show how Modern Acupuncture is doing things differently: accessible, welcoming, and grounded in real results.
ResultThe initial video series resonated on social platforms, cementing a multi-year collaboration with Modern Acupuncture. The partnership grew to feature a wider range of patients and acupuncturists, all filmed on location expanding the brand’s voice and reach with each new story.
I directed a short brand film for Modern Acupuncture featuring Jesse Zweig, a longtime patient and ultra-endurance runner. His story running 200 miles without sleep to raise money for CHOC Children’s brought powerful authenticity to the brand’s message of resilience, recovery, and modern wellness.
I directed a series of practitioner films that went beyond the clinic walls. We set out to tell personal stories why these individuals chose acupuncture, what drives them, and how their own lives shaped their approach to care. Shot on location in their hometowns, the goal was to create grounded, intimate portraits that reflect the brand’s mission through the people living it.
One film followed an Air Force veteran whose journey into acupuncture was driven by her desire to continue serving her community this time through healing. Her discipline, compassion, and commitment to wellness brought a new kind of strength to the role, and her story underscored the deep purpose behind her work.
The second film featured a woman who transitioned into acupuncture as a second career after witnessing how it helped her own family. For her, it wasn’t just a job change, it was a calling. Her story highlighted the emotional connection and sense of fulfillment that comes from turning personal experience into professional purpose.