Internal comms for Nutricia

using video to deliver a sensitive strategy directive

Nutricia make nutrition supplements for people in hospitals who have trouble eating regular food. They identified that outpatients represented a market that they were not yet engaging with. They developed strategies for engagement and tools for quantifying this market, and wanted a video to explain this to the relevant staff in several countries.

For a video this content is dry, abstract and sensitive, we are talking about marketing to people who are ill after all. So we used a lot of metaphors. This was made in collaboration with Des O’Brien at Amethyst Television.

A year or so after I made this video I got seriously ill, to the extent that I needed nutrition supplements, which were in fact delivered to my door just as this video shows. In my case the bill was picked up by the good old NHS.


  • Danone Nutricia


  • Video production
  • Graphic design