For our first set of testimonial spots, we wanted to tell stories that felt bold, visceral, and, most importantly, relatable to our potential patients. We dialed in on “food noise”: the persistent chatter in the brain around food that many patients experiencing obesity deal with daily.

Grey, Marva, and Josh are actual Ro patients with whom we spent hours getting to know their lives and journeys. They each had a unique experience with food noise. We brought that to life through powerful visual collages and dynamic sound design. We also felt it was important to feature the injection moment with GLP-1s, as another visceral and real element of the story that deserved to be captured.

We built close ongoing relationships with the ambassadors, and have used them across paid social with their self-captured content.