LifeMD HRT
TV Commercial Concepts
Nathan Presley · Director
Nektar Media · Production
March 2026
Hero mood image
from the director

Not another pharma ad.

There's a version of this that looks like every other pharma ad. Soft focus, staged laughter, walking on the beach. That's not what we're making.

We're making something that feels like a film. Long lens, through doorways, never intruding. The kind of moment where you forget you're watching an ad because it's so quietly real.

This isn't something that happens to older women. It's happening to women in the prime of their lives. The way we tell this story should honor that. Not with sympathy. With recognition.

Nathan Presley · Director
Concept 01

"What I'm Thankful For"

Cinematic Testimonial · :60 / :30
concept 01

the approach

We interview her on set, but what you mostly see is cinematic b-roll — her life, shot like a film. Her voice carries the story while we watch the moments.

Nathan keeps the camera back, watching through doorways, across rooms — it never intrudes. Small, authentic moments. Her with the people she loves and the things that make her feel alive. It feels like a film, not a pharma ad.

We open on her face. We close on her face. In between, the world she got back.

It all comes down to the read. An authentic, grounded delivery that feels real and relatable — the kind that pulls you in because you recognize her. Not performed. Just honest.

visual tone
Moodboard — intimate close-up Moodboard — husband walks through the door Moodboard — family at the kitchen island
concept 01
storyboard — key frames
1 of 2
Close-up — her face, direct to camera, reflective
Frame 01 · 0:00–0:04
OPEN — Extreme close-up, direct to camera. Intimate, reflective.
"You know, I think it's the little things that I'm most grateful to have back."
Over her shoulder — husband walks through the front door
Frame 02 · 0:04–0:08
Over her shoulder — husband walks through the front door, daylight behind him.
"Like when your person walks through the door…"
Her genuine smile — reaction to seeing him
Frame 03 · 0:08–0:12
Her face — genuine, warm smile as she sees him. Soft window light.
"…and you actually feel excited to see them."
She walks in from work, leans into the doorframe, soaking it in
Frame 04 · 0:12–0:18
She walks in from work — business casual, bag on shoulder. Soaking it in.
"Or when you do a great job at work… and you can feel those feelings."
Reflective on the sofa with coffee, looking off — she made it through
Frame 05 · 0:18–0:26
Tucked into the sofa with coffee, looking off — reflecting on those times. She made it through.
"Because there was the brain fog, the tiredness, even the depression."
Close three-quarter angle, knowing half-smile — she's past it
Frame 06 · 0:26–0:32
Closer 35-50mm, three-quarter angle — knowing half-smile, little head shake. She's past it.
"I thought I needed to get an antidepressant or something."
Shot list is directional — final shot list will be completed upon concept selection.
Listen to the rough audio direction
Nathan's read over the concept song
concept 01
storyboard — key frames
2 of 2
Medium-wide from inside the kitchen — family at the island, mid-conversation
Frame 07 · 0:32–0:40
Medium-wide 50mm from inside the kitchen. Family at the island, mid-conversation. We're in the room.
"This is a part of every single woman's journey…"
Over the shoulder — video call with LifeMD clinician on tablet, FaceTime feel
Frame 08 · 0:40–0:46
Over the shoulder — video call with a LifeMD clinician on her tablet. Option to cut to a quick product hit (applying a patch or treatment).
"…and you don't have to suffer in silence."
Wide 28-35mm — outdoors, walking, frame opens up. The freedom shot.
Frame 09 · 0:46–0:54
Wide 28-35mm — outdoors, walking, the frame opens up. No foreground layers. She's free.
"That's what I'm the most grateful for. It's the freedom."
Close-up face, calm, content — bookend to B1
Frame 10 · 0:54–1:00
CLOSE — Same framing as open. Direct to camera. Soft genuine smile. Bookend.
"That's what I'm thankful for."
Shot list is directional — final shot list will be completed upon concept selection.
Concept 02

"The Best Part of My Life"

Photo Slideshow · Song Driven · :60 / :30 / :15
concept 02

watch these first

Airbnb used real photos and a single song. Simple format, massive impact.

Same framework, but more personal. The right photo, the right song, and you feel it.

Airbnb — "Camping"
Song by Bob Dylan
Airbnb — "Made Possible by Hosts"
Song: "I Won't Grow Up" by Mary Martin
Airbnb — "Walk on the Wild Side"
Song by Albert Pla
concept 02

the visual approach

No footage. Real photos — candid, imperfect, taken by people who love her. The kind that make you emotional when a song plays over them. Song and photos create something you feel immediately — upbeat, warm, personal. Sparse text woven between. Simple idea, done really well.

This isn't travel or lifestyle. It's a woman getting her life back. That's why the emotional resonance is even stronger here. A lot of this concept lives in the motion design and pacing of the edit. The photos tell you the world. The final piece brings it to life.

concept 02
potential direction — key moments
Couple at outdoor table, mid-laugh — full bleed 16:9
Full bleed · 16:9
Couple at table, mid-laugh.
Her walking, caught mid-turn — 9:16 vertical Couple on porch steps — 9:16 vertical
Side by side · two 9:16s
Her mid-turn + couple on porch steps.
The best part of my life.
Text on brand color
Short copy between photos.
Her laughing outdoors through branches — 4:5 floating
Floating · 4:5
Her laughing outdoors, through branches.
Her and the kid in the kitchen — full bleed 16:9
Full bleed · 16:9
Her and the kid in the kitchen.
Shot list is directional — final shot list will be completed upon concept selection.
Listen to the concept song
Picture these photos with this underneath
both concepts

who we're leaning toward

This is the talent direction we're leaning toward. They're available and interested — we're in the process of getting a self-tape to make sure the director confirms the fit and the read feels genuine.

She's got a mid-40s feel. Real, likable, not a spokesperson. Women should see themselves in her. Slightly aspirational but never unreachable. For the photo concept especially, she needs to photograph well in candid moments — not just on camera.

Her partner is warm and present. He doesn't need to act, just be in the room with her. The kid is a couple years older now — which only helps for understanding direction and taking direction on set. The chemistry between them is the thing that matters on screen.

Lead talent Lead
Partner talent Partner
Family moment — mom and son Family

let's make
something real.

Jordan Hoffman

jordan@nektar.media
262-930-4178

Nathan Presley

nathan@nathanpresley.com
918-261-1809

Nektar Media × Nathan Presley · March 2026