Sword Health brought me in to improve underperforming paid campaigns and elevate their brand presence across Paid and LinkedIn. The goal was to drive stronger performance while making the brand feel more human, credible, and premium to a B2B audience of HR decision-makers.

Paid Campaign Repositioning

The existing campaign relied heavily on soft illustration. While friendly, it lacked emotional weight and felt immediately recognizable as advertising.

I shifted the direction to real, human-led imagery: grounded, relatable moments that reflected lived outcomes. Messaging evolved from feature-driven language to emotionally resonant headlines like: “Pain-free PTO. That’s the Sword way.”

The result was work that felt less like a product pitch and more like a human story — stronger in-feed, more credible, and aligned with Sword’s personalized positioning.

Scalable Clinician Campaign

Sword wanted to expand the campaign to videos spotlighting clinicians, but a centralized shoot wasn’t possible. Footage was captured at home with limited production control. I developed a remote production framework:

• Clear filming guidelines for consistency
• AI-generated, brand-aligned background replacements
• Color grading + motion graphics to unify the system

What began as low-resource recordings became polished, campaign-level content, scalable, cohesive, and premium.

Story-Driven Organic Social

Much of their social content previously relied on static text over flat backgrounds.
I transformed member testimonials into visual narratives, pairing real stories with emotive imagery, subtle motion, and cinematic composition.
The shift elevated social from just informational to emotional, reinforcing Sword as a brand centered on real-life outcomes.