ByHeart Brand Video

Being a baby is easy. Launching a baby formula? That’s more complicated—which is why ByHeart tapped me and creative studio Sing-Sing to create their first-ever brand video. Drawing on their team’s insights and 39 pages of nitty-gritty product details, I crafted the structure, wrote the script and uncovered the compelling story of a new player transforming an outdated industry.

Directors: Sing-Sing
DP: Keon Javanshir
Music: Malfred Sound
VFX: Adam Petke
Colorist: Kaitlyn Battistelli
Producer: Eileen Kohlhepp

My script walked the tight-rope between ByHeart’s information-rich approach and Sing-Sing’s playful POV, flexing the fluidity of voice I’ve built from years of partnering with (and speaking as) so many major companies. From the first review, ByHeart’s head of marketing deemed it “damn near perfect,” and our video launched the company at a crucial moment when the baby formula shortage was putting enormous attention on the industry.

Along with the storytelling, I also contributed visual ideas, like the ascending gold-medal podium …

… and our 🍼🍼 closing scene. (Until there’s an infant-appropriate cheers emoji, these two will have to do.)