Planned Parenthood:
Contextual CTV
How can we make CTV videos feel relevant to the specific channels they’re served on?
For this series, we wanted each spot to feel tailor-made for its audience and environment—not just repurposed for TV. Serving as Creative and Art Director, I developed two distinct concepts that spoke to both the viewer and the network:
A podcast-style format for news audiences, designed to blend seamlessly into channels like CNN.
A rights-driven concept created for viewers passionate about women’s rights and advocacy.
By leaning into the tone, pace, and storytelling style of each network, we built creative that felt familiar yet fresh.
Podcast CTV
We wanted to showcase the authenticity and real expertise of our Provider, so we opted not to script the interview and instead drafted a list of talking points to guide the conversation.
My role was creative direction, art direction, casting, developing the script + talking points, and overseeing the production of the video (which meant flying out to LA to direct!).
Rights CTV
In our research, we found that women’s rights supporters were more likely to engage in a civil protest, so we wanted to both lean into familiar protest imagery (such as markers and paper textures) while also maintaining the brand guidelines.
My role was creative direction, art direction, script writing, and overseeing production of the video by a freelancer.
Credits
Client: Planned Parenthood
Agency: M+R
Creative & Art Direction: Zoë Soriano
Production & Video Editing for Podcast Concept: Cloud Forest
Motion Graphics for the Rights Concept: Nikc Miller