Breaking Into Workplace Wellness

Workplace wellness is a crowded category, and most of the marketing inside it looks identical: stock photography of somebody doing yoga in a conference room. Goomi had a genuinely different model underneath, a marketplace of instructors delivering in person, live virtual and on demand, and the brand was not saying so clearly enough to cut through.

As Executive Creative Director I led the brand strategy and the creative that came out of it. The shift was to stop selling wellness as a perk and start selling it as something an HR or benefits team can actually run without it becoming another full-time job. That gave us a reason to split the work across three films rather than asking one to carry everything.

The sizzle reel makes the emotional case, for the moment someone still needs convincing the category matters at all. The platform showcase proves it works, walking through how the programming is actually administered. The full offerings film covers the range, so a benefits team can see a whole year of programming in one place. Three films, three jobs, pitched at three different points in the same conversation.