BodyComp Imaging has spent more than 20 years at the forefront of DEXA scanning in Canada. My goal was to translate that legacy of expertise into a broader position as a thought leader in longevity and health technology in Vancouver and across Canada—turning complex subjects like body composition, bone density and metabolic health into useful, engaging stories people could understand and act on.

That positioning informed everything from brand messaging—such as “Canada’s original DEXA experts” for BodyComp's 20th anniversary of DEXA—to an ongoing content strategy built around the expertise already inside the organization.

I began by working with BodyComp to interview physicians, practitioners, athletes and patients, identifying opportunities to feature notable clients while translating their expertise and experiences into accessible short-form content. Select interviews were then developed into paid creative, with performance analysis and A/B testing used to identify which combinations of creative and audience segments performed most effectively. Top-performing ads repeatedly achieved CPCs in the $0.11–$0.14 range.

Over time, I developed this into a repeatable thought-leadership engine: identifying leading-edge topics in health and longevity; researching the science behind them; interviewing BodyComp's technologists, physicians and practitioners for their specialized knowledge; and developing that expertise into accessible stories for camera.

“He makes reels that look like professional movie trailers.”
— Jerry Kroll, Owner, BodyComp Imaging

That process grew into a broad production pipeline spanning short-form educational series, podcasts, mini-documentaries, patient stories and interviews with physicians, staff, athletes and notable local personalities. Across Instagram, TikTok, LinkedIn and paid media, I paired production with testing and analytics to continually refine both the stories and how they reached people.

The result was a social presence that transformed BodyComp's deep clinical expertise into accessible public-facing thought leadership—helping establish its team as recognizable local voices in longevity while reinforcing the company's longstanding position at the forefront of DEXA in Canada.

At the Canadian Men’s Health Foundation, my role grew across nearly every part of the organization’s visual and digital communications. Over three years, I worked across national campaigns, social media marketing, executive and stakeholder communications, fundraising materials, video, presentations, infographics and editorial creative—often moving between very different audiences and objectives while maintaining a recognizable CMHF visual language.

My approach was to take a communications objective and build the visual and digital ecosystem around it. Whether CMHF needed to explain its mission to a government stakeholder, communicate research to the public, support a national Men’s Health Week campaign or make everyday health information engaging on social media, I translated the message into the format, creative system and content it needed.

One of the clearest examples was an interactive stakeholder and fundraising presentation I designed for CMHF President Wayne Hartrick. Structured around the Foundation’s mission, programs, results and opportunities for growth, it became a core communications tool Wayne used for years in stakeholder and fundraising meetings in Ottawa and Victoria—both as a formal presentation and as a flexible visual aid on his iPad. The presentation was recognized as Best Non-Profit Presentation in 2019 by the platform it was built on, and Wayne credited it with strengthening CMHF’s fundraising and stakeholder communications.

“Matthew’s consistently delivered high-quality work, demonstrating responsiveness, creativity, and attention to detail in crafting presentations, infographics, and videos for diverse communication needs.”
— Wayne Hartrick, Former President, Canadian Men’s Health Foundation

When the pandemic disrupted in-person outreach, that same communications challenge moved into new formats. I produced CMHF’s 2020 digital stakeholder presentation, combining Wayne’s narration with campaign footage, program results, motion and visual storytelling to replace a presentation that would normally have been delivered in person. For Men’s Health Month and Men’s Health Week, I also developed centerpiece campaign media ranging from mental-health conversations and at-home fitness programming to research-driven public-health creative.

Across social and editorial channels, I extended that same visual language into hundreds of pieces of public-facing content. I created original artwork, videos, health challenges, staff features and visual concepts that made subjects such as blood pressure, nutrition, alcohol consumption, smoking, mental health and physical activity approachable and shareable—often using humour, unexpected imagery and the personalities inside CMHF itself.

“His dedication and contributions to our mission at CMHF were invaluable.”
— Wayne Hartrick, Former President, Canadian Men’s Health Foundation

That breadth meant the work could take very different forms without feeling fragmented: an award-winning fundraising presentation, a national campaign infographic, an executive video report, a health article illustration or a playful social post could all still feel unmistakably CMHF.