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.
I also helped developed two additional concepts, role serving as the Art Director + Designer, with creative direction support from Amanda Person:
A state-specific concept targeted for audiences interested in states rights and how it relates to abortion care.
An explainer-style video for news viewers that drew inspiration from vox-style videos.
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!).
Our production partner for this spot was Cloud Forest.
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.
States-Specific
For this States-Specific concept, I art directed & designed the video; and Nikc Miller did the video production.
Creative Direction by Amanda Person.
Explainer Video
The fourth concept in our CTV videos was a vox-style explainer video.
Creative direction by Amanda Person, art direction & design by me!
Credits
Client: Planned Parenthood
Agency: M+R