When we started working with Feet It, they had an amazing orthopedic product but faced a classic challenge: how do you communicate people that it genuinely works and that you're a brand they can trust? Our goal was to answer that question with the ideas and production behind these videos.

We came up with a two-part plan.

First, we wanted to tell the story of the process itself in a suitable format for both B2B and B2C use-cases. . It was all about building that initial sense of professionalism and trust.

The real magic came from the second part: the customer stories. We knew that nothing is more powerful than hearing from real people. We found the perfect case - professional folk dancer who had his lives changed by the insoles. No scripts, no actor—just honest, heartfelt stories about their experience and relief with a bit of direction of thought.

By putting these two pieces together, we created a completed the puzzle. You get to see the professional, passionate brand, and then you see the real, human proof from the people they've helped. It’s a combination that builds genuine confidence and truly connects.