Bringing “Muscle Therapy at Home” to Life — Strategy, Production, and Delivery
Nick and Anthony Poli developed a proven system for treating tightness and pain through hands-on muscle therapy. But they needed a way to share it with more people—especially those who couldn’t afford weekly sessions or access a clinic. As Producer and Creative Director, I helped them translate their knowledge into a clean, strategic digital product.
My team and I oversaw everything from content planning and on-set direction to post-production and final delivery—resulting in a 13-video course and a downloadable PDF guide that teaches anyone how to take care of their body, the Poli Twins way.
🧠 Strategy & Structure
We started with a discovery session to define the course promise, outcomes, and teaching style. I structured the course into logical, easy-to-follow modules that walked users through:
- How to identify muscle
- Unique techniques
- Self-applied therapy with no equipment
- Guidelines for when to treat, rest, or refer out
Each video was scripted for clarity but delivered in a natural tone, keeping the instruction practical and no-fluff.
🎬 Production & Direction
As the lead producer, I directed every shoot to ensure:
- Techniques were demonstrated from multiple camera angles
- Pacing matched viewer attention spans
- On-camera delivery was confident and authentic
- Every module felt cohesive and user-friendly
My team handled filming, editing, motion graphics, and formatting for seamless upload and access.
📄 Downloadable PDF Guide
To reinforce the video content, we created a visually clean, functional guide that included:
- Terminology and concepts covered in the videos
- Step-by-step instructions
This gave the product long-term value beyond just video playback.
✅ Deliverables
- 13 fully produced course videos
- 1 downloadable PDF companion guide
- Promo clips and cutdowns for social teasers
🔥 Outcome
The product launched at a $100 price point, offering serious value for athletes, lifters, and high performers who want results without relying on guesswork or generic advice. It gave the Poli Twins a new revenue stream and positioned them as educators in the growing world of at-home recovery.
