Going Beyond - International Vet Campaign for Boehringer Ingelheim

Boehringer Ingelheim faced a perception challenge: the public viewed veterinary services as expensive without understanding the depth of work, expertise, and care behind the costs. PR agency Inner Circle led the creative strategy and overall campaign development, bringing me in to art direct and film the visual storytelling component.

Over several weeks, we visited 8 veterinary practices across the US and UK, capturing the real stories of vets navigating complex medical cases, emotional client conversations, and the physical and mental demands of their work. The creative approach was intentionally fly-on-the-wall—authentic, unpolished moments that felt genuine rather than over-produced corporate content.

I served as videographer and art director, working closely with Inner Circle's production team and editor to create three campaign films and supporting photography that humanized the profession and revealed the unseen work justifying the care vets provide.

Deliverables: 3 campaign films, photography across 8 practices (US & UK), multi-platform campaign assets

Client: Boehringer Ingelheim
Agency: Inner Circle (campaign strategy and creative lead)
My Role: Videographer and Art Director

Client Testimonial:

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— Inner Circle,