BACKGROUND
This project was for clients in the fitness and food and beverage industries. The goal was to correct persistent misconceptions while positioning each brand as a credible, straight-talking voice in their space.
For the running coaching community, I wrote a myth-bust that states the myth as fact first before dismantling it, because the hook only works if the audience recognizes themselves in it. The key line, about the body adapting during recovery rather than during the run, was written as the mechanism behind the claim rather than just the claim itself, because a reason lands harder than a directive. The result was a video with a punchy, shareable takeaway built to reach runners who are stuck but not yet sure why.
For the plant-based meal delivery brand, I wrote a myth-bust that acknowledges the expensive version of plant-based eating fairly before making the counter-argument, because dismissing the myth without acknowledging the truth in it would lose the audience immediately. The specific cost example was written to make the reframe feel grounded rather than idealistic. The result was a video that wins over skeptics by taking their skepticism seriously first.
