Scriptwriting + Video
Explainer Video
“How to Get Your Med Card with NuggMD”
Objective: Improve the customer experience with a brief video walkthrough on what to expect with NuggMD.
Script and on-camera role by Sara Henry.
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01 — Project Details |
"Menstrual Madness"
The goal: Engage top-of-funnel prospects with a "problem-aware" content strategy for NuggMD. We want to target the female demographic by highlighting the advantages of using medicinal cannabis for period pain through UGC-styled creatives.
The challenge: Due to legalities, we can't use the word "marijuana" or "cannabis" or show any consumption across our paid ad channels.
02 — Creative process
I aimed to help break down the negative perception of cannabis use through conversational storytelling. I also wanted to normalize discussing a life-impacting issue experienced by many women.
This inspired a strategy of using humor to describe the problem in a relatable way while educating prospects on the first step to using cannabis as an alternative pain solution — obtaining a medical marijuana card.
03 — The "Menstrual Madness" script
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01 — Project Details |
"The Scrappy Grandma Skit"
The goal: Instead of leaning into an ailment-focused concept, NuggMD wanted to test an angle where we create awareness of the LEGAL benefits of obtaining a medical card v.s. strictly getting one for health reasons.
The challenge: How do we make this concept engaging enough for the lead to care? How do we make it funny? Again, we can't use the word "marijuana" or "cannabis" or show any consumption across our paid ad channels.
02 — Creative process
Working with a low budget and only one freelance actress, I scripted a few common pushbacks to legal cannabis use inspired by real-world experiences. Those include:
1. The judgy family member with conventional views.
2. The fear of running into issues with the law.
3. The tendency to opt for discounts through black market dealers despite consuming unregulated products.
03 — The "Scrappy Grandma Skit" script
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*After doing some A/B testing, we discovered that the version with the Police Officer character as our video hook performed better than the Grumpy Grandma opener from the original script.
We flip-flopped those scenes and are now running the second version with the updated hook.