Having That REAL Conversation
THE CHALLENGE
Modern Health had built something real. A platform that made mental health support genuinely accessible, not just theoretically available. But explaining what they did, and to whom, was its own problem.
They were selling to HR leaders who needed ROI and proof points. They were also trying to reach employees who'd never sought mental health support before, people who might be skeptical, private, or just unsure if it was for them. Both audiences had to be won, often at the same time, with the same content.
Mental health is personal. Enterprise sales are not. The tension between those two things is where most companies in this space lose the plot. They go clinical for the buyers and vague for the users. Nothing lands. Nobody feels seen.
The harder thing was that the value of what Modern Health does is genuinely difficult to show. You can't screenshot a breakthrough. You can't put a graph on a moment where someone decides to ask for help. The product works in private, which made our job to make the case in public.
THE WORK
We built a three-part video series. Each piece served a different person at a different moment in their relationship with Modern Health, but all of it was built on the same conviction: show the real thing, and trust that it's enough.
Nicole's story. A documentary-style piece following a Modern Health member through her own experience with the platform. Unscripted. Intimate. Shot to feel like a conversation, not a testimonial. The goal wasn't to make potential users feel inspired. It was to make them feel recognized. To see someone like them and think, maybe this is for me too.
The Atlassian case study. A piece for the buyers. Atlassian's HR and benefits leadership talked through why they chose Modern Health, how the rollout went, and what changed for their workforce. It had the proof points enterprise sales teams need. It also had warmth, because the people talking about it clearly believed in it. That combination, data and genuine conviction, is harder to fake than most brands realize.
The Signature Series. A fireside conversation format built for thought leadership and social sharing. The first episode brought together Visa's Tashi and Modern Health's Chief People Officer to talk about financial stress and mental health, a connection that's obvious once you say it out loud and almost never spoken about plainly. The format was designed to travel. HR leaders, benefits consultants, mental health advocates could share it internally, use it to build the case for investment, pass it to a colleague who needed to hear it.
Across all three, we made the same production choices. Warm lighting. Unhurried pacing. Music that didn't tell people how to feel. The aesthetic wasn't accidental. When you're asking someone to be vulnerable, the environment around that conversation has to feel safe. That goes for the people on camera and the people watching.
THE RESULT
The series became a working part of how Modern Health sells, onboards, and retains.
Key outcomes:
Atlassian case study reduced enterprise sales close time by giving prospects a credible, recognizable proof point
Nicole's story was adopted into client onboarding materials, used by HR teams to introduce the platform to employees and increase utilization
Signature Series drove organic amplification beyond Modern Health's existing network, shared by HR professionals and mental health advocates
Content created durable assets that continued working across the full customer journey long after launch
In a category where trust is the product, content that feels honest isn't a nice creative choice. It's the strategy. When you ask people to consider being vulnerable, the bar for authenticity is high. Generic doesn't clear it.
Modern Health knew that. We made sure the work did too.
