Project summary
The initiative included videos for Tendo Insights, Tendo Marketplace, and MDsave. While each served a different audience, they shared a common goal: transforming complex concepts into clear, confidence-building stories.
The Challenge
As the company product offerings evolved, the sales and marketing teams needed more effective ways to communicate increasingly complex solutions.
The opportunity was to create a set of videos that could educate audiences, support sales conversations, and reinforce Tendo’s value proposition. The project required alignment across product leaders, marketers, sales teams, and subject matter experts with differing perspectives.
Approach
Instead of focusing on product features, I prioritized audience understanding. Every video was built around a central question: “What uncertainty is the audience experiencing, and how can we help them feel confident?”
By establishing a standardized script-drafting process that balanced audience needs with brand messaging, I kept stakeholders aligned and significantly accelerated production timelines.
TENDO MARKETPLACE
Healthcare purchasing involves multiple stakeholders with competing priorities. This video translates a complex concept into a simple story about transparency, efficiency, and connected care.
WATCH ON VIMEO
MDSAVE
This video demystifies healthcare costs for consumers, reframing the purchasing experience as a transparent, upfront process where affordability meets high-quality care.
WATCH ON VIMEO
TENDO INSIGHTS
This video positions Tendo Insights as a source of clarity for health system leaders, demystifying the complex quality rankings that dictate their reputation and reimbursement.
WATCH ON VIMEO
Comprehensive Campaign Activation
To maximize the reach of each asset, I developed a comprehensive amplification plan and wrote corresponding blog overviews for every video. This unified strategy ensured a seamless roll-out across multiple channels, transforming individual videos into an integrated, multi-platform campaign.
AI-Assisted Production Workflow
AI-powered workflows—specifically ElevenLabs and Nano Banana—were leveraged to accelerate script development, voiceovers, and asset creation. This approach yielded custom, ownable assets despite limited resources, successfully expanding creative capacity and shortening timelines.
Project impact
Success came from connecting business goals, audience needs, and stakeholder perspectives into a unified communication strategy. By focusing on clarity over complexity, I helped audiences better understand Tendo solutions and built a scalable model for future storytelling efforts.
OUTCOMES
Repeatable storytelling framework for future product communication
Increased internal capacity to create high-quality motion content without relying on external agencies
Strengthened alignment between product, marketing, and sales
Demonstrated practical applications of AI within design processes
AI workflow integration
Motion design
Content + narrative development
Script writing and editing
Stakeholder alignment
Storyboarding