Brian Cruz

Creative Director | Content Strategist

Creativity that builds connection.

Helping the Poli Twins Build a Brand That Performs

When Nick and Anthony Poli stepped away from a major clinic, they had one goal—build a brand that matched the depth of their hands-on work. They were experts in muscle therapy but needed clarity on how to position themselves, tell their story, and scale their impact online. As the lead producer and strategist, I worked closely with them to create a content ecosystem, define their brand voice, and develop digital products that reflect their values and expertise. My team supported execution across content production, editing, and asset delivery, allowing the Poli Twins to focus on what they do best—healing people.

Directing a shoot to capture authentic, performance-driven visuals that represent the Poli Twins’ method and message.

🔍 Strategic Foundation

Before picking up a camera, we had to define the why. I led a discovery session to uncover the twins' deeper mission, long-term goals, and ideal audience. We identified their edge: their hands-on, no-BS approach to recovery, backed by real results and deep care for performance. That became the North Star for every creative decision that followed—from messaging and tone to the visual identity of their content.

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🧱 Clarifying the Brand

They weren’t trying to become influencers—they were educators and practitioners. That meant developing a brand system that felt authentic, but also professional and consistent across channels. My team and I refined the messaging, sharpened the visual style, and ensured every piece of content reflected their core values and the transformation they provide.

"Recover the RIGHT way"

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Good vibes only

🎬 Content as a Growth Engine

As producer, I designed and directed content that would serve the brand long-term. My team supported production, editing, and repurposing to bring the vision to life across formats:

  • Short-form reels built for performance and retention
  • YouTube episodes focused on education and trust
  • BTS footage and b-roll to support brand visuals
  • Website visuals and messaging that convert

Every asset was intentional. I ensured each piece aligned with the broader narrative we were crafting—clear, useful, and rooted in the twins’ unique philosophy.