Let’s MUV!

The Story

MUV Chiropractic reached out looking to elevate their presence on social media and attract new clients in a crowded wellness space. During our first meeting, I spent time getting to know their philosophy, their personality as a brand, and the feeling they wanted potential clients to experience: energized, supported, and ready to finally move without pain.

They initially expected only a simple promotional video—but once I understood their goals, I recognized an opportunity to build something bigger, something that could scale with them as their business grew.

That’s where the idea for “Let’s MUV” was born.

What I Made

Instead of a single one-off asset, I delivered a flexible creative direction and a campaign concept that could be used across multiple platforms, seasons, and services.

• A short, dynamic hero video designed for Instagram and Facebook

• A versatile brand slogan (“Let’s MUV”) that could be adapted into reels, graphics, testimonials, health tips, and educational content

• A small suite of content ideas showing how they could turn everyday moments in the clinic into easy-to-produce social posts

I handled the full production process—creative direction, shot list, filming on-location, editing, sound design, and social-optimized formatting.

How I Approached It

My goal was to create something that felt modern, uplifting, and rooted in movement—the core of MUV’s identity. I spent time understanding the client’s visual preferences, communication style, and the types of clients they wanted to attract.

From there, I:

• Developed a concept anchored in momentum, empowerment, and action

• Designed shots that showcased the clinic’s personality and approachability

• Directed the chiropractor and clients on set to keep everything natural and human

• Edited with pacing and energy that fits the modern social media environment

• Selected music that captured the right tone for the brand

Along the way, I provided MUV with tips for shooting their own content—lighting basics, phone angles, simple formats, and posting strategies—so they could continue growing their online presence sustainably.

Results / Impact

After posting the video and campaign messaging across their Instagram and Facebook pages, MUV Chiropractic saw:

• A sharp increase in reach during the first 72 hours (approx. +65% on Instagram and +80% on Facebook)

• A noticeable spike in profile visits and website clicks

• Multiple new inquiries from first-time clients mentioning the video

• An increase in engagement on subsequent posts after adopting elements of the “Let’s MUV” theme

The project also laid the foundation for their future content approach. With a clear creative direction and actionable tools, MUV continued producing consistent social media content and has since built a strong, successful presence in their community.

Skills Demonstrated

• Brand understanding and translation into visuals

• Creative direction & concept development

• Video Production