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.

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.
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
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.




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 Tosello
Live Action Direction: Elea Franco
Copywriter: Hridi Kahn
Designers: Jovanna Tosello, James Marshall, Evelyn Zhang, Ingrid Bonetti, Natalie
Animators: Breanna Lorraine Wright, Jeremy Carreon
Editors: Bill Dvorak, Moon Noh, Carly Baldwin

Creative Direction and Design for MedMatch — Hims & Hers’ new proprietary AI service.


Health and wellness platform Hims & Hers has recently introduced MedMatch, a new technology poised to change the landscape of healthcare delivery. MedMatch is designed to enhance the accuracy and effectiveness of personalized patient care by leveraging advanced treatments and medication options.

I co-directed and led the announcement for Hims & Hers’ custom-built, proprietary AI service called MedMatch. MedMatch is a proprietary service that uses AI and machine learning to leverage the collective knowledge of hundreds of healthcare providers to recommend the treatments that are most likely to be successful for our customers.

Project Date
2023
Agency
In-house
Role
Creative lead


I was tasked with crafting a design language to visualize the AI-driven technology behind MedMatch.


The focus of the video was to demonstrate how this custom-built technology is working to create a future of transformative care.

Art Direction

As creative lead, my role involved developing a visual language that aligned with the co-branded aesthetics of Hims & Hers. The design needed to be clean and modern, encapsulating the essence of the MedMatch technology in a way that was both intuitive and inviting. 

I collaborated with the brand design lead to create an accessible, visually appealing look and feel, that is both engaging and reassuring.


The process began with conceptualizing a look and feel that resonated with the brand's ethos. This involved creating style frames that represented the essence of MedMatch - modern, clean, and clear. These frames served as the foundation for the detailed storyboards that mapped out the entire visual journey of the MedMatch narrative.



The focus of the video was to demonstrate how this custom-built technology is working to create a future of transformative care.


Bringing Storyboards to Life

The storyboards were transformed into reality through meticulous animation. Each frame was crafted to ensure that the visual flow was seamless, effectively communicating the technology's benefits in an abstract yet comprehensible manner. The animation played a crucial role in demystifying MedMatch's advanced features, making them relatable to the audience.


Impact

The final output was a series of animations that succinctly conveyed the functionality and benefits of MedMatch. The clean, modern aesthetic, combined with the fluidity of the animation, created a compelling visual story that elevated the overall user experience, making complex technology approachable and understandable.

This project stands as a milestone in healthcare communication, demonstrating how visual design and animation can effectively bridge the gap between advanced technology and user comprehension. The success of MedMatch's visual narrative lays the groundwork for future endeavors in making healthcare technology more accessible and engaging for users.


Produced at Hims & Hers

Co-directors: Jovanna Tosello, Elea Franco
Art Directors: Jovanna Tosello, Elea Franco
Design Direction: Jovanna Tosello, Derek Chan, Franscine Thompson
Designers: Jovanna Tosello, Derek Chan, Sydney, Ingrid Bonetti
Animators: Breanna Lorraine Wright, Scott Johnson, Hannah Segraves
Editors: Jisun Lee
Google I/O 2023 — Stage & Motion Creative Direction | Jovanna Tosello

I helped launch Google I/O 2023, one of the most significant events in Google's history. The event cemented Google's leadership in AI, driving a 4.3% stock jump that day and contributing to Alphabet’s 26% surge in 2023.

This year's event served as the platform to unveil Google's bold and responsible approach to AI, showcasing its integration across the entire organization, from hardware innovations to advancements in Search, Workspace, and Cloud. Google I/O has successfully transitioned from a developer-centric conference into a powerful marketing opportunity, enabling Google to engage with the current technological discourse on a grand scale.


Google I/O has evolved from a developer conference into a highly impactful marketing opportunity to speak to the current moment in the technology landscape. 

In May 2023, the technology landscape was buzzing with excitement around AI, but much of the public conversation was dominated by newer players, who were being highlighted as the primary pioneers. This presented a unique opportunity for Google to underscore its decades of foundational AI research and extensive product integration.
It was paramount for Google to clearly articulate its vision, intentions, and wide-ranging AI product advancements. This strategic approach allowed Google to proactively frame its bold and responsible approach to AI, ensuring that the foundational story of I/O 2023—and Google’s undeniable leadership in AI—was shared with clarity and impact directly from the source.

We intentionally crafted this year's event identity to embody a bold and pioneering spirit, visualized through a striking graphic language that conveyed optimism and innovation. The overarching design concept was "A Pioneering Journey," celebrating Google's 25 years of innovation and looking towards the future.

Our internal design team partnered with &Walsh to create a visual system that took inspiration from scientific concepts, pavilion architecture, and iconic events such as the Olympics, Apollo Space Missions, and the Bauhaus movement. This year's design evolved the retro-futuristic branding to present a contemporary vision, utilizing a "Ribbon Timeline" approach represented by dynamic, ever-changing pathways to symbolize the passing of time and infuse energy with sweeping motion and bold colors.

The brand identity was built upon a system of patterns and pathways to add energy and movement, alongside Google product icons and classic Google Easter eggs for playful brand nods. The visual language aimed for a thematic and expressive feel in elements like badges and social posts, while maintaining a restrained masterbrand approach for core elements like the logo and informative broadcast graphics.



This visual direction embraced a daring and future-forward aesthetic, utilizing modern, graphic, and expressive forms to create a timeless, iconic, and celebratory design system. The color palette utilized the four core Google primary colors, tweaked for accessibility, alongside black, white, and greys for backgrounds and contrasting elements. Typography was based on Google Sans in various weights to establish a clear visual hierarchy across desktop and mobile applications.


We teamed up with Instrument to develop an interactive digital experience for the event website.




This year's mainstage presentation included 11 keynote sections. I helped design, animate, and art direct keynotes for hardware, Android, Cloud, developers, and Workspace.





Results

Google I/O 2023 demonstrated exceptional performance across key metrics within the first few weeks of launch. The event trended as the #1 topic on Twitter, surpassing previous years' performance and generating significant social conversation. Keynote presentations attracted 4.7 million views, while the event trailer achieved 6.6 million views.

The digital recap content resonated strongly with audiences, achieving 3.4 million views, an impressive 548% surge compared to 2022. Overall, Google I/O 2023 garnered 16 million impressions across major social media platforms, highlighting the event's broad reach and impact.
Produced by Google

Project: Google I/O 23
Launch: 2023
Creative Direction: Dan Chandler
Art Direction: Jessica Marak, Andrew Toeh, Nicolo Bianchino, Jovanna Tosello
Design: Jessica Marak, Andrew Toeh, Caroline Hunter, Jovanna Tosello, Ingrid Bonetti Veloz, Jessica Raddatz, Konyin Ayuba, Luis Alejandro, Ramzy Masri, James Heredia
Motion: Nicolo Bianchino, Enle Li, Zak Tietjen, Heather Seidel, Scott Jonsson, Chris Anderson, Jovanna Tosello
Website Agency: Instrument
Branding Agency: &Walsh
Motion Agency: Modicum
Environmental Design Agency: Sparks

I helped lead the art direction and design of Google’s in-person experience at CES, the most influential tech event in the world.

 
I helped launch Google's Android activation at CES 2023.  CES has always been an opportunity for Google to drive conversation and build brand equity. 2023, however, was the first Android-branded experience ever to be experienced by the public. 

We anchored the experience in a novel and interesting way that felt uniquely Android. We took the Android logo mark and derived a cast of 3D Android characters, each with its own unique personality and style. We developed 60 unique characters that would live throught the physical booth, digital signage, and OOH campaign. 

To make this vision a reality, we partnered with a leading experiential design agency, Sparks, to help us create a cutting-edge booth that would showcase Google's latest products and innovations in a dynamic and engaging way. This year's event featured the "Better Together" campaign which showcased how Android is evolving its devices to coordinate in an even more seamless and user-friendly way.

The in-person experience was able to take the Android brand as something the public had little interaction with and transform it into an experience that embodied the personality and fun of the greater Google family of products.


We invited visitors to experience Android's "Joy Factory" and see firsthand how the operating system provides a seamless, connected experience across a variety of device ecosystems.

Upon entering the booth, visitors were immediately greeted by a large revolving Android character, a playful take on our familiar brand mark that emphasized the idea of Android as a connective force across different products. 

The style of booth emphasized warm natural materials and pops of the Google's primaries. Each area featured an interactive exhibit, which allowed visitors to get hands-on with Android's latest products. The featured areas were designed to be user-friendly and intuitive, with clear signage and knowledgeable staff on hand to answer any questions.

By designing a variety of interactive and hands-on elements, we aimed to showcase all that Android has to offer in an innovative and compelling way. We had product demonstration and interactive areas which invited attendees to experience the technology in an engaging way.



Once inside the booth, we had an array of engaging experience for attendees to enjoy.



To showcase nearby share capabilities of Android devices, we had an interactive touchscreen which allowed attendees to customize their own android character.


Another interactive highlight was how we invited attendees to try their luck with a Vegas style slot machine that represented our fast pair technology. Pulling down a large Android green, slot machine lever produces a line up of a random assortment of Android-connected products.  A line up of three Android characters produced a winning combination.


With Android at the heart of our campaign, I helped lead the development of our cast of 3D Android characters–a playful take on the familiar logo mark.

We produced nearly 60 Android characters, each with its own unique personality and style. Each character added a spark of joy, all while reinforcing the message that Android connects to a universe of products.

Our characters were incorporated into our OOH campaign and used in various physical spaces such as at events, in stores and at public spaces.


The Android characters, each with their own distinct features and personalities, were successful in helping to promote Android in a unique and memorable way, increasing awareness and positive association with the brand, and adding a new possible creative foundation for future campaigns.

Render by Sparks

I was responsible for art directing the visual content displayed on the large 52’ by 18’ LED screen on the outside of the booth. We used animation to attract attendees and bring them to the booth throughout the day.

The process included creating design boards for an animated teaser to build anticipation for the event.



We activated three of Las Vegas’s largest billboards and a full buyout of the Las Vegas Monorail.



Activating Las Vegas's biggest billboards and the Las Vegas Monorail is no small feat. To maximize impact, we created 30 minutes of animated content that focused on 5 major sequences. Each sequence was designed to be used in a unique way, highlighting different aspects of the event experience and showcasing bespoke video and images of devices.



We developed a bespoke visual identity for the pop-up that featured a balanced blend of both brands: Android and Google.

Our color palette was anchored in Google’s signature primaries with the goal that, at a distance, the pop-up would feel core Google. To add energy and sophistication, we incorporated Android’s iconic neon green and deep teal. This helped create contrast and depth to the overall aesthetic.

Bespoke Photoshoot



This project was produced at Google with a talented team of designers, animators,  producers, and agency partners.



Produced at Google.

Project: CES 2023
Launch: 2023
Creative Direction: Philip McDougall
Motion Direction: Jovanna Tosello
Design: Jovanna Tosello, Kittaya Treseangrat, Roshumba Llewellyn
Motion Agency: De-yan
Environmental Production Agency: Sparks
Search On 2022 — Creative Direction for Google | Jovanna Tosello

I helped lead the branding and visual execution of SearchOn 22–A large-scale, brand engagement event.


Search On returned for its third year to showcase the newest ways Search has helped organize the world’s information while making it universally accessible and useful.

This large-scale, brand engagement was produced by the Experience Marketing team at Google with the goal of increasing awareness of how Google used technological advances in AI and computer learning to transform the search experience to work more like our minds, and to be as multidimensional as people are. 



My role as in-house art director for Google’s marketing team was to help develop a bespoke visual identity for the event and oversee the design execution across the large-scale marketing event.





I led the animation direction for our internal and external agency partners, concepting and designing visuals for the opening film. The opening film was highly stylized with a fresh aesthetic and built excitement for audience attendees.


Animated clip Style frame Animated clip Animated Clip



I concepted and designed visuals for SearchOn’s mainstage presentations for key product areas: Google Maps and Food, which captivated both in-person and web attendees.



“Focus on Sustainability” and “Guided Search” are deep-dive explainer films that highlight the newest updates to Google’s core Search products.  These interstial films played inbetween the mainstage keynote addresses. 




I developed the initial design and style frames to help highlight the key takeaways from the films.






We established the events's design language with an international team of art directors and designers.

The event’s visual identity incorporates a conceptual representation of the  multi-modal experience of Google Search–utilizing photographic collages, emojis, and iconography.

Art Direction


Search has become multi-modal–we can search with our camera, or even ask it a question aloud. The idea behind Search On ‘22, Search Outside the Box, was crafted to bring awareness to the new evolution of the search experience.

The visual direction incorporated a conceptual representation of the “out of the box”, multi-modal experience by utilizing photographic collages, emojis, and iconography. In order to anchor the branding in the core Google universe, we added pastel variants of the Google primaries to the visual system, resulting in a fresh, youthful take on the Google brand universe.



This project was produced at Google with a talented team of designers, animators, and producers.





Produced at Google.

Project: SearchOn ‘22
Launch: 2022
Art Direction: Jessica Marak, Andrew Toeh, Nicolo Bianchino, Jovanna Tosello
Design: Mathilde Vallée, Jessica Marak, Andrew Toeh, Nicolo, Charmie Biren Shah, Jovanna Tosello, Yusuf Ahmed,
Motion: Nicolo Bianchino, Chris Anderson
Motion Agency: Modicum

Scope: Design, Art Direction