Fay
It's not a fad. It's Fay.
Fay is a Series B digital health marketplace company headquartered in San Francisco that connects users with insurance-covered Registered Dietitians.
Fay is a Series B digital health marketplace company headquartered in San Francisco that connects users with insurance-covered Registered Dietitians.
The health and wellness advertising category is… a lot. Fad diets, miracle supplements, conflicting advice from all sides. Fay needed to cut through the noise with an actual solution: a marketplace of licensed nutritionists, 90% of whom are covered by insurance and completely free.
Fay needed to convince regular people that a nutritionist was available and attainable. But they had never run a major TV or streaming campaign, had no established visual language, no proven format, and no existing footage. Everything had to be built from scratch, fast.
Squero pitched nine concepts in the first presentation: 2D animation, live action, stop motion, and hybrid. If you’re not sure where your brand should go, it’s important to see all the options.
The Fay team liked many of the concepts, but most scripts had only one or two characters with one or two health conditions. Fay wanted more breadth. So they chose Turbo Testimonial, an idea that allowed us to fit eight different customers with eight different issues into one spot. Each would speak a line, continuing the thought of the previous customer, enabling us to make one testimonial with eight voices. The direct response TV advertising best practices were all there - brand name early, CTA clear, product explained throughout - but the format was new.
With eighteen lines in thirty seconds, the visual decision was restraint. Busy backgrounds compete with pace. Complex sets distract from faces. Casting was designed for range: different ages, health conditions, and goals.
From the first conversation, Squero pushed for modularity. Rather than optimizing for one perfect spot, we designed the production so footage could be recut, reordered, and adapted as the brand evolved.
Over five months, Squero delivered the full campaign. Nine TV ad concepts and scripts in the first presentation — including Turbo Testimonial, the winning format. Casting oversight and art direction followed: Squero worked with Fay's team to source real customers, finalize a diverse cast, and develop wardrobe and visual direction.
Shoot day ran under Squero’s creative direction, designed for maximum coverage and a modular footage library rather than single hero shots.
What started as one streaming TV ad and one cutdown grew into
eight unique edits: three distinct spot versions (A with alts, B, and C), with :30 and :15 formats across each, all in 16:9 for streaming, linear, and YouTube.
A second engagement extended from there, adding eight UI/UX inserts composited onto filmed phone screens, a PCOS-specific variant that swapped talent and rewrote condition-specific lines,
and a :45 product-oriented demo spot featuring animated Fay app sequences.
Fay went from zero TV presence to a full creative testing library spanning eight unique spots — covering multiple messages, formats, and audiences. Rather than committing to a single hypothesis about what works on OTT advertising, streaming, and linear TV, Fay launched with the raw material to run real experiments across all three simultaneously.
The Turbo Testimonial concept was deceptively simple. Eight real people. Eighteen lines. Thirty-seconds. Squero helped us make a memorable video ad that didn’t compromise on direct response best practices.
Jason Rasmussen, Head of Growth Marketing, Fay [confirm attribution]
