In 2023, Caruso Company partnered with Hinge Health and director Tyler Manson to help launch a company-wide rebrand through a series of films designed to feel both human and informative.

The goal was twofold: tell real stories from members navigating musculoskeletal (MSK) pain, while also clearly communicating Hinge Health’s approach to care for employers and business decision-makers. The result was a flexible campaign built around two core pieces—a testimonial series and a solutions overview—supported by a total of seven deliverables, including five individual member stories, an anthem film, and a broader introduction to the platform.

At the heart of the campaign is the idea that MSK pain is more complex than it often appears. It’s not just physical—it’s behavioral, emotional, and deeply personal. Hinge Health’s model reflects that, combining physical therapy, health coaching, and physician-led guidance into a fully digital care experience that members can access from anywhere.

The testimonial films bring this to life through real patient stories, capturing honest moments of struggle, progress, and transformation. At the same time, interviews with company stakeholders help frame the bigger picture—how personalized care plans, behavioral coaching, and technology like motion tracking and wearable devices all work together to improve outcomes.

A key production approach was efficiency without compromise. By capturing interviews and b-roll across multiple shoots in states from Texas, Virginia, Delaware, Ohio to CA, the team was able to build a cohesive visual language that supported both the emotional storytelling and the more strategic messaging.

Ultimately, the campaign is about moving beyond short-term relief. It’s about helping people build lasting habits, reduce pain over time, and, in many cases, rethink what’s possible for their daily lives.