Overview:

AEROBICS is a 110-minute documentary produced through the Healthcare Impact Foundation, in partnership with UNESCO’s Fit for Life program and Ministers of Sports in 80 countries. The film explores the rise of cardiovascular fitness, led by “The Father of Aerobics” Dr. Kenneth Cooper, and its profound impact on global health. Aerobics: Then and Now reframes fitness as preventative medicine in the face of today’s global healthcare crisis.

The project is backed by Dr. Cooper’s life rights and over 30 hours of never-before-seen interviews with world leaders, health experts, CEOs, athletes, and astronauts – many of whom have been patients of Dr. Cooper for decades – including: President George W. Bush, President of the American Heart Association Nancy Brown, Susan Dell, former CEO of Walmart David Glass, former CEO of Pepsico Steve Reinemund, Astronaut of Apollo 16 Mission Charlie Duke, President of 7-Eleven Joe DePinto, Ross Perot Jr. of The Perot Group, 1972 Olympic Gold Medalist Frank Shorter, Executive VP of Dallas Cowboys Charlotte Jones, NASA Astronaut, Challenger Mission William E. Thornton, and Dr. Walt Willett from the Harvard School of Public Health.

The documentary serves as the centerpiece of a multi-year global wellness campaign aimed at lowering healthcare costs and increasing life spans through cardio fitness – offering brand partners unprecedented visibility across education, live events, social campaigns, and major media.

Role:

I was hired as a consultant to develop the brand partnership strategy and investor-facing deck to attract a major brand partner for this documentary project and its larger impact campaign. This required translating a complex healthcare and cultural narrative into a clear, emotionally compelling pitch, while integrating brand value propositions and multi-channel activation opportunities.

Deliverables Included:

• Investor & Brand Partnership Deck highlighting multi-year campaign scalability, the global healthcare crisis, and Dr. Cooper’s pioneering role in American fitness culture

• Value Proposition Framework aligning partner benefits with social responsibility goals

• Activation Roadmap for co-branded content, live events, screenings, and digital campaigns

• Messaging Strategy positioning aerobics as both a cultural story and a catalyst for global health change

Process:

• Strategic Narrative Development: Positioned aerobics not just as history, but as a solution to rising healthcare costs and lifestyle-related illness – linking Dr. Cooper’s legacy to a forward-thinking global movement to achieve longer, healthier lives.

• Brand Alignment: Designed sponsorship opportunities modeled after campaigns like Mastercard’s Stand Up To Cancer, emphasizing corporate social impact and global visibility.

• Strategic Positioning: Established AEROBICS as a premium documentary and part of a global health initiative, anchored by partnerships with UNESCO and 80 Ministers of Sports. Leveraged exclusive interviews with world leaders, CEOs, astronauts, and health authorities to strengthen brand alignment and credibility.

• Visual Storytelling: Designed a vibrant, infographic-driven deck using color psychology and clear data visualization to simplify complex information, convey urgency, and inspire action.

• Partnership Integration: Outlined opportunities for co-branded events and scalable activation concepts including fitness events (e.g., Cooper 12-Minute Run challenges), influencer-driven social campaigns, educational initiatives, and sponsored screenings 

• Regulatory & Stakeholder Sensitivity: Ensured all messaging met UNESCO partnership standards and aligned with guidelines from leading global health organizations

Outcome:

• Investor-Ready Materials: Recognizing the scalability of the impact campaign and the strength of the project’s partnerships, Creative Artists Agency (CAA) is now collaborating with us to bring mission-minded Fortune 500 brands on board.

Documentary and Impact Campaign Deck