Creative Direction and Design for The Hims Group Chat — A series where real people have candid conversations about life's taboo topics.
Hims Group Chat
Project Date: 2024
Agency: In-house
Role: Creative lead
Addressing sensitive men's health issues like sexual health and hair loss presented a unique challenge for Hims. Their innovative solution emerged as "Hims Group Chat," a YouTube series strategically designed to foster organic brand growth. Rather than relying on traditional advertising methods, this series aimed to cultivate engaging content, spark meaningful dialogues, and ultimately build trust, subtly guiding viewers toward exploring Hims' offerings. The central task was clear: how could they make men's health topics feel approachable and compelling online, forging authentic connections and a sense of community around these often-sensitive subjects, moving beyond the limitations of direct, potentially clinical-feeling advertisements?
Each episode features participants answering questions, providing their perspectives, and reacting to each other's thoughts.
The real answers, provided by a medical doctor (MD) through interstitial segments, enrich the discussions with factual insights. The participants' reactions to these answers further enhance the authenticity and relatability of the content.
Working closely with the marketing team, we prioritized an organic content approach and a YouTube-centric strategy. "Hims Group Chat" became the flagship, predicated on the power of genuine conversations with real people. To ensure relevance, we directed the use of trending questions from YouTube as the basis for diverse group discussions. Authenticity was paramount in our content strategy. To provide credibility, we integrated expert medical doctors to ensure factual insights were seamlessly woven into the discussions. The overarching goal was to transform Hims into a trusted resource, driving brand awareness and bolstering credibility, all while subtly encouraging viewers to see Hims as their solution, delivered through an engaging and easily shared format.
Working closely with the marketing team, we prioritized an organic content approach and a YouTube-centric strategy. "Hims Group Chat" became the flagship, predicated on the power of genuine conversations with real people. To ensure relevance, we directed the use of trending questions from YouTube as the basis for diverse group discussions. Authenticity was paramount in our content strategy. To provide credibility, we integrated expert medical doctors to ensure factual insights were seamlessly woven into the discussions. The overarching goal was to transform Hims into a trusted resource, driving brand awareness and bolstering credibility, all while subtly encouraging viewers to see Hims as their solution, delivered through an engaging and easily shared format.
I crafted a visual direction rooted in 70s nostalgia and approachability, aligning with Hims' brand DNA.
Art Direction
The visual identity I developed played a pivotal role in shaping the series' overall tone. Evoking warmth and approachability, while incorporating a hint of nostalgia, the visual language became a direct reflection of Hims' core brand values. The 70s aesthetic wasn't just a stylistic choice; it was a deliberate nod to the foundational Hims brand identity, echoing its funky logo type, 70s-inspired color palettes, and overall classic, timeless yet expressive point of view. By drawing inspiration from variety shows, soap operas, and the dynamic energy of retro game shows, my visual approach aimed for inherent online engagement and shareability.
Color Palette: A soothing mix of warm beiges and browns, creating a comfortable and inviting atmosphere that aligns with Hims' approachable brand image.
Logo and Typography: A vintage 70s logo mark and expressive typographic title designs reminiscent of classic 70s game shows, adding a nostalgic yet modern touch.
Logo and Typography: A vintage 70s logo mark and expressive typographic title designs reminiscent of classic 70s game shows, adding a nostalgic yet modern touch.
Set Design: The gameshow sets were designed with warm woods and velvet textures, reflecting the cozy and familiar aesthetic of the 70s. These elements create a welcoming environment where candid conversations can flourish.
Show Graphics Assets
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Title Card Assets
Title Card Assets
Game Show Assets
Across episodes, sensitive subjects were addressed with a blend of humor and candor, featuring expert medical guests who debunked common myths and provided essential factual context.
Through these segments, Hims was subtly positioned as an informed and empathetic solution provider, organically weaving the brand into relevant conversations surrounding men's health concerns.
Episode 1: Porn habits: Men vs. Women
The video is an episode from the "Hims Group Chat" series, where participants discuss various questions about porn in a candid and humorous manner.
Dr. Peter Stahl, SVP of Men’s Sexual Health at Hims, provides expert insights, debunking myths like “semen retention.” The conversation is light-hearted, aiming to normalize discussions around sexual health and provides a sense of belonging and honest opinions within a friendly group chat setting.
Dr. Peter Stahl, SVP of Men’s Sexual Health at Hims, provides expert insights, debunking myths like “semen retention.” The conversation is light-hearted, aiming to normalize discussions around sexual health and provides a sense of belonging and honest opinions within a friendly group chat setting.
Episode 3: Balding at 23?
In this episode of the Hims Group Chat, participants guess someone's age based solely on their hairline, revealing surprising results. The discussion touches on hair loss at various ages, with insights from Dr. Knox Beasley, a board-certified dermatologist. He explains the typical ages when hair loss starts, the patterns it follows, and factors that contribute to it. The lighthearted competition among friends highlights how hair loss can affect men at different stages of life, emphasizing that Hims offers solutions for regaining full heads of hair.
Episode 5: Craziest things tried for hairloss
We’re flipping the script this time—guys in the Hims Group Chat are sharing the craziest things they've tried for hair loss treatment (BEER for hair loss?! Red light therapy hair growth?), and board-licensed dermatologist Dr. Knox Beasley explains whether their remedies are the real deal. From at-home hair loss remedies to unheard-of natural hair loss “supplements,” we’ve come across some unusual methods for recovering hair. Dr. Knox also discusses how hair loss starts and hair loss treatments that actually work.
Episode 6: Craziest things tried for hairloss
Have you ever heard of penis stretching? Guys join the Hims Group Chat to vote on some of the most popular and wildest ways to get a bigger penis. Some of these penis enlargement methods sound bananas…would YOU try them? The SVP of Men’s Sexual Health at Hims, Dr. Peter Stahl, also weighs in with expert input on penis enlargement methods (from jelqing to penis pumps), how they work, the risks, and whether they can actually lead to a bigger penis.
Results
"Hims Group Chat" has proven to be a successful example of organic brand marketing, effectively creating a unique content series that not only normalizes taboo health topics by fostering open and honest conversations but also builds brand trust and relatability. The YouTube-friendly format and genuinely relatable discussions have successfully engaged target audiences interested in these health topics, organically showcasing Hims' solutions through expert segments and strategic topic selection. Ultimately, "Hims Group Chat" exemplifies the power of creative content to subtly and effectively build brand awareness, break down barriers, foster community, and connect with audiences on sensitive yet universal topics, moving beyond traditional advertising to create meaningful engagement.
Produced at Hims & Hers
Creative Leads: Jovanna Tosello, Elea Franco, Hridi Kahn
Design Director: Jovanna ToselloArt Director: Jovanna Tosello
Live Action Direction: Elea Franco
Copywriter: Hridi Kahn
Design Direction: Jovanna Tosello
Designers: Jovanna Tosello, James Marshall, Evelyn Zhang, Ingrid Bonetti, Natalie
Animators: Breanna Lorraine Wright, Jeremy Carreon
Editors: Bill Dvorak, Moon Noh, Carly Baldwin
Creative Leads: Jovanna Tosello, Elea Franco, Hridi Kahn
Design Director: Jovanna ToselloArt Director: Jovanna Tosello
Live Action Direction: Elea Franco
Copywriter: Hridi Kahn
Design Direction: Jovanna Tosello
Designers: Jovanna Tosello, James Marshall, Evelyn Zhang, Ingrid Bonetti, Natalie
Animators: Breanna Lorraine Wright, Jeremy Carreon
Editors: Bill Dvorak, Moon Noh, Carly Baldwin