Rula
Unexpectedly Rula
As a brand designer at Rula, I help define how the brand shows up visually, ensuring clarity and cohesion across touchpoints. Unexpectedly Rula was a CTV-led brand campaign developed in collaboration with Moving Brands, rooted in the insight that while life is hard, getting mental healthcare shouldn’t be.The work reframed therapy from a frustrating process into something unexpectedly easy, human, and accessible. I partnered closely with Moving Brands and production to shape the core concept, focusing on tone, pacing, and visual detail to avoid traditional healthcare tropes. I led creative from concept through execution, including time on set guiding performances and visual nuance in real time. The final spots position Rula as a calm, trustworthy presence, making the path to care feel clearer and more human.
Year: 2025
Role: Creative Lead
To extend Unexpectedly Rula beyond film, we brought the campaign into out-of-home placements, designing a system for real-world moments—from city streets to gyms, pharmacies, and game-day environments. After seeing humor resonate in CTV, we leaned into that even more for OOH, using surprise and exaggeration to grab attention fast.
As creative lead, I worked with Moving Brands to develop a visual approach built around unexpected moments that brought the headlines to life in surprising, memorable ways. The work carried over the warmth and clarity of the TV spots, while dialing up the humor to feel bold, playful, and unmistakably Rula.
Rula
Explainer video
This project was a strategic refresh of Rula’s core explainer video, designed to make a complex mental healthcare system feel clear, human, and actionable in under 60 seconds. I owned the work end-to-end—evolving our high-performing existing videos to better reflect Rula’s current offering, brand voice, and patient experience. The goal was to create a strong first impression across key channels, clearly communicating that Rula is in-network, affordable, and a trusted partner throughout the mental health journey.I led creative direction across concept, scripting, and motion design, designing storyboards and collaborating closely with a writer and motion designer to shape a modular narrative system that could flex across a 60-second master with multiple cutdowns, hooks, and calls to action. I also led voice talent sourcing and sat in on live recording sessions to direct tone, pacing, and delivery, ensuring the final work balanced emotional reassurance with practical clarity. The result was a scalable, future-proof explainer system that translates complexity into confidence—and helps people feel supported from the very first frame.
Year: 2025
Role: Creative Lead