Safe Step, provider of North America’s #1-selling walk-in tub, was accustomed to airing national commercials that emphasized their product and promotional offers over the people who benefit from them. I suggested a person-centered approach to their next video campaigns, removing the salesy language and clinical messaging points in favor of a nod to nostalgia with an emotional undercurrent that demonstrates the life-changing difference a walk-in tub can have for bathers and their independence.

I created the concept and wrote the script and visual direction for their new national ad spot, which aired for the first time in 2025.