The Challenge
CareCredit gets the same questions every day: How does it work? Where can I use it? Is there an app? What’s promotional financing? Instead of answering one-by-one in call centers, DMs, or waiting rooms, I helped turn those FAQs into a repeatable video system, simple, clear, and flexible enough to work across multiple healthcare categories. I helped build the campaign so it could live everywhere: paid social, organic, web landing pages, and internal teams. I also helped design the production so each “FAQ” video could be broken into short, platform-native cutdowns, and pulled into stills for image ads.
The Goal
CareCredit needed a way to reduce friction for consumers who were interested, but confused. The content had to educate without sounding like an ad, and it had to work across multiple verticals (Dental, Vision, Pet, etc.) while staying on-brand and compliant. The goal wasn’t “make a video.” It was to create a content engine that could: • Answer highest-volume consumer questions quickly & clearly • Increase confidence at decision moment (trust + understanding) • Produce a library of assets that marketing could use repeatedly • Create modular content per category (Dental / Vision / Pet / etc.) without reinventing the wheel each time • Deliver cutdowns + stills optimized for paid placements and social performance
The Creative Approach
I helped frame the campaign around one idea: clarity creates confidence. Instead of heavy, corporate explainer content, we leaned into a tone that felt approachable and human, simple language, clean visuals, and a structure that made each answer easy to follow. The videos were designed as a system: one core concept, repeatable production approach, and a format that could expand across categories without losing consistency.
Production Highlights
To maximize value, we shot with repurposing built in, not as an afterthought. • Designed each video to be sliced into multiple short-form pieces per category • Captured visuals intentionally so still frames could double as image ads • Built a “modular” structure that made the campaign scalable across verticals • Delivered assets in formats aligned to where they’d actually be used (social, web, internal) Deliverables (Asset Library): • Core FAQ explainer videos • Short-form cutdowns for each category (Dental / Vision / Pet / etc.) • Paid-friendly versions (hooked, tight, CTA-ready) • Pullable stills for image ads • Organized project files + labeled exports for easy reuse
Behind the Lens
This project required oversight across the full pipeline: creative, production, post, and delivery, while aligning stakeholders and keeping the work moving. My role was Excecutive Producer/Creative Director and handled: • Campaign planning and creative development (format + structure for FAQs) • Stakeholder communication and alignment across teams • Pre-pro: scripting support, storyboards/shot lists, scheduling, and production logistics • Production: directing/producing the shoot to capture maximum usable coverage • Post: editing, versioning, cutdowns, and a clean delivery system for teams to activate quickly • Asset organization so the library could be reused across paid, organic, and internal needs
The Impact
This campaign created leverage: instead of answering the same questions repeatedly, CareCredit gained a durable library of content that could educate at scale, while staying on-brand and versatile for marketing use. The win wasn’t just “a set of videos.” It was a repeatable approach that made future content faster, easier, and more consistent.
