02 · Organic strategy — creative direction
Analog · Grain · Old print
Health, shot like it was built to last.
Wellness content looks like an app store. We want Neko to look like the archive — the confident, print-era advertising of brands that knew exactly what they made. Warm paper, real grain, one strong claim per frame.
I.
One claim, one frame
Every asset leads with a single number or sentence, set large, like a headline in a 1970s print ad.
II.
Grain over gloss
Shot on film or finished with real grain. Warm whites, deep ink, no clinical blue.
III.
Members, not models
Real returning members and real Neko doctors, photographed at eye level in daylight.
IV.
Same open, every time
Each show has a fixed title card and structure, so it’s recognisable in one second of scroll.
Tiered Content Approach
Three tiers of production, one shoot calendar. Each tier feeds the one below it.
Tier I
Quarterly
Tentpole
One cinematic shoot per quarter. The hero film and the stills that set the look for everything else.
01
Hero film
02
Campaign stills
03
Doctor portraits
Feeds Tier II ↓
Tier II
Weekly
The Shows
The eight repeatable formats. Same open, same structure, new subject every episode.
01
8 recurring shows
02
Episodic cutdowns
03
Data cards
Feeds Tier III ↓
Tier III
Daily
Always-on
Fast, reactive content pulled from Tier I and II footage. Comments, replies and trends.
01
Comment replies
02
Stat stories
03
Paid variants
Poster studies
Print-era art direction · Original concepts
Feeling fine is not a diagnosis.
The Prevention Playbook
Neko
One number. Twice a year.
One Number · #04
Neko
−5.23%
Non-HDL · scan to scan
Neko
Your forties start in your twenties.
The Decade Series · #01
Neko
We measured. Then we measured again.
The Second Scan · #07
Neko
Ask the doctor. Out loud.
Ask the Doctor · #05
Neko
9,138 people came back.
The Data Drop · #06
Neko
Every city has a pulse.
City Health Report · #08
Neko
S.04 — The shows
Eight shows, each a repeatable format. Same open, same structure, new subject.
#01 · I
The Decade Series
What to do in your 20s, 30s, 40s and 50s, built on the age-cohort data.
#02 · I
Before It’s a Diagnosis
How a condition builds silently over ten years, and where you could have stepped in.
#03 · I
The Prevention Minute
One small, cheap action per episode, tied to one biomarker.
#04 · II
One Number
One biomarker per episode: non-HDL, HbA1c, grip strength. What it is and why it matters.
#05 · II
Ask the Doctor
A Neko doctor answers real comments, eye level and unscripted.
#06 · III
The Data Drop
One stat, one visual, one takeaway. “18 to 35s came back with 4.38% more grip strength.”
#07 · III
The Second Scan
A returning member compares scan one to scan two and says what they changed.
#08 · III
City Health Report
What Neko sees in each clinic city. Local by design.
End of part 02 · Up next: part 03
Now, this is how we take the organic shows and turn them into a paid layer that scales what already works.
Continue to 03 · Paid →
Continue · Part 03 of 03
Paid →
2026 · Designed and developed by House of Distribution
Source: Neko Health Data Story, Year Three · UK + Sweden
Prepared for Neko Health
