Where the audience finds her first

The vertical half of a channel strategy: one shoot in the clinic, cut for the place people actually come across her.

The brief. Same starting point as her long-form work — audience, market and positioning settled before anything was filmed. The vertical pieces carry that strategy into the feed, where a worried parent is far more likely to meet a fetal medicine specialist than through a search.

What I did. Planned and scripted alongside the long-form, so a single day in the clinic feeds both formats. Filmed on a teleprompter against her own branded wall rather than a neutral backdrop, then reframed for 9:16 rather than cropped down from wide. Captions are burned in and timed to the stress of each sentence, because this audience watches with the sound off.

The result. The Shorts are the front door. They put her in front of people who were not looking for her, and the long-form is waiting for the ones who then want more.