Poppy Seed Health

The Brief

We Changed the Concept Before We Touched a Camera

Poppy Seed Health is a first of its kind telehealth platform giving pregnant and postpartum women direct 24/7 access to doulas, midwives, and nurses. They came to us with a vision already in place — mothers standing in front of quilts, telling their stories to camera.

We told them that would not work. Their audience did not need to hear about the app. They needed to feel the exact moment the app becomes necessary. There is a big difference between telling and showing. We pushed for the latter and they trusted us to rebuild it from the ground up.

The Approach

One Text Away

The campaign concept was built around real moments every woman in their audience would recognize. A woman noticing postpartum hair loss and not knowing if it was normal. A pregnant woman experiencing something unexpected in the middle of the night with no one to call. Real fears that real women carry alone.

In each scenario she picks up her phone, sends one text to Poppy Seed Health, and gets an answer immediately. The app was not just solving a problem. It was present for the exact moment the problem happened. That is what made the campaign land.

We produced a full two day shoot across multiple scenarios, cast real women, and handled everything from concept creation and scripting through casting, location scouting, Covid compliance, camera supervision, and post production.

The Results

The Campaign Helped Secure Millions in Funding

After the campaign launched Poppy Seed Health secured millions of dollars in funding from the co-founder of Reddit. The creative work did not just build brand awareness. It demonstrated the value of the product so clearly that investors could see it too.

This is what happens when you stop telling people about your product and start showing them the moment it matters most. The right creative does not just market a company. It can change its trajectory entirely.