ProblemFor many in Modern Acupuncture’s target audience, the biggest barrier was also the most obvious: a fear of needles. As a growing health franchise with nearly 50 locations, overcoming that perception at scale was critical to driving new patient growth.
ApproachInstead of dancing around it, we leaned in. I led a campaign that tackled the fear head-on showing real people confronting their apprehension and flipping the narrative with the line: “We don’t like needles. We love them.” Visually bold and emotionally honest, the work redefined acupuncture as something empowering, not intimidating.
ResultLaunched on Facebook and Instagram, the campaign became the brand’s top performer surpassing all previous video and static ads, and helping to shift perception where it mattered most.
New Service Launch To launch a new IV therapy offering, Modern Acupuncture wanted a campaign that felt polished and commercial despite having almost no budget. I concepted and directed a minimal, single-location shoot that used stock footage, voice over, supers, and tight editing to elevate the production value. The result was a clean, modern spot that gave the product a premium feel without the premium spend.
IV THERAPY LANDING PAGEIn addition to developing paid social assets, I led the creation of a net-new landing page to clearly communicate the benefits and features of the new IV therapy service. The page was designed to support lead generation while reflecting the clean, elevated aesthetic of the campaign.
Lead Generation Social AdsTo complement the video and landing page, we developed a series of static paid social ads focused on conversion. Each asset was designed to be visually simple, benefit-forward, and scroll-stopping, optimized for performance on a lean budget.