BRANDED
HEALTHY GAMER
DIRECTOR / PRODUCER
OVERVIEW
Through my production company Big Cow Studio, I directed and co-produced Healthy Gamer's "Dr.K's Guides" — a premium educational series with 5 modules (over 400 episodes) on Depression, Anxiety, Meditation, ADHD, and Trauma. My role was twofold: directing the content itself, and developing scripted trailers for the Guides that garnered over 100K sold copies.
BRIEF
Healthy Gamer was ready to launch their first ever paid content — a coherent masterclass by Dr.K covering the most common mental health issues we face today. As an authority on clinical and holistic mental health for the internet generation, they required an elevated, sophisticated production still grounded in their grassroots, built-by-gamers-for-gamers brand identity.
CREATIVE STRATEGY — TRAILERS
- Respect the Audience: Gamers have a strong BS-detector and HG is known for transparency. All promotional content anchors into this by being straightforward and honest.
- Utilize Dr. K's Charm: Dr. K has built a following by approaching mental health in honest, hilarious, and often meme-able ways. Root advertising in his signature humor.
- The Concept: Dr. K always had a hard time reading sales pitches — so rather than force it, we leaned into his inability to sell himself and let his CEO and wife pitch the module for him. Funny, honest, and deeply on-brand, the approach performed tremendously well and became the go-to format for all subsequent trailers. Conceived and executed by me.
CREATIVE STRATEGY — CONTENT
- Education & Retention Forward: iPad chalk-boarding, graphics and animations, on-screen vocabulary terms, and checklists help the viewer learn alongside Dr.K.
- Think Zen: Lean into Healthy Gamer's Eastern foundations with calming, cozy frames that lend to a relaxed learning environment.
- Differentiate Brand from Talent: Use a self-aware tone to retain the dad humor Dr.K is known for while creating distance between the company and the individual for longevity's sake.
We recently crossed 100,000 purchases on Dr. K's Guide to Mental Health, an incredible milestone! …Big Cow doing the heavy lifting in script-writing, production, and post-production helped us save hundreds of manhours. Equally important, their smart capture of BTS footage and trailer scripting were instrumental in effectively promoting the guides. They dove into understanding the audience as much as understanding the content. Ultimately, we were able to build a video experience we are incredibly proud of and is loved by 100,000 people all over the world thanks to BCS's professionalism, timeliness, and high-quality production team.