The Story of Joy
-
The Story of Joy is a testimonial video created for Aetna to highlight the impact of a positive member experience. The goal was to tell a genuine, emotionally resonant story that reflects how Aetna supports members through life-changing moments.
-
I led the creative direction for the video, shaping the narrative in collaboration with a copywriter and developing the overall concept, script, and visual approach. I planned the environment, guided the shoot, and worked closely with the crew to capture a candid, intimate tone. From early concepting through final execution, I focused on creating a piece that felt authentic and emotionally engaging while clearly communicating the member experience.