Control Freaks is a commercial video campaign for Cue Health that explores the intersection of precision and personal wellness. Produced by Matthew Forest in collaboration with agency Doner, the campaign highlights the integration of at-home diagnostic testing with mobile technology to offer users greater agency over their health.
The visuals lean into a clean, contemporary aesthetic, utilizing polished live-action techniques to frame domestic tasks—such as bonsai pruning and meticulous organization—as parallels to the ease of managing health metrics via a smartphone. With soft, natural lighting, the campaign emphasizes accessible healthcare solutions within a refined, domestic setting.
