About the Role

Baba serves patients and their families, and also health plans, hospitals and health systems, physician practices, nursing homes, and nearly everyone in between. What we do is broad enough that a description never lands the way an example does. This role exists to make those examples: stories told so well that a family, a nurse, or a health system executive each walk away understanding how Baba moves the needle for someone like them.

As Creative Director, you'll make Baba's video and story content in two registers. First, cinematic work: documentary-quality patient and customer stories, testimonials, and brand films that show outcomes rather than describe them. Second, casual, creator-style content from our founder and team: direct-to-camera video, clips, and behind-the-scenes pieces that make the people building Baba recognizable voices in Medicare, healthcare, and AI. You'll run production end to end, manage a freelance bench and budget, and build the workflow that turns one shoot into many assets across channels.

This is a hands-on role. You'll direct, shoot, and edit yourself much of the time, and bring in crew when a production calls for it. You'll work with our Founding Designer, who owns Baba's brand system, so that everything you make feels unmistakably Baba, and with our Growth and partnerships teams so that what you produce feeds paid, organic, and sales channels.

This role is full-time and based in our Soho office in NYC, with regular travel for shoots.

What You'll Do

Patient and customer stories. Find the patients, families, clinicians, and partner organizations whose stories show what Baba does, earn their trust, and produce documentary-quality films, case studies, and testimonials. Own concept, interview prep, shoot, edit, and delivery.

Founder and team content. Build and run a creator-style content program for our team: short-form direct-to-camera video, interview and podcast clips, event coverage, and behind-the-scenes pieces. Develop each person's voice and format, keep a sustainable cadence, and turn one recording into many channel-native pieces.

Brand and product film. Produce launch films and brand pieces that carry the same craft as our best story work.

Performance and sales creative. Partner with Growth on video and testimonial creative for paid channels, and with our partnerships team on the customer-facing proof that helps a hospital, practice, or plan say yes.

Production and content engine. Source and direct videographers, photographers, and editors; own briefs, budgets, schedules, and releases. Build the repeatable, AI-assisted workflow for finding stories and repurposing assets across channels, and maintain a content library the whole company can use.

We'd Love to Hear From You If

• You have 5+ years producing video and content in an agency, editorial, brand, or startup setting, with a portfolio that shows both cinematic story work and short-form, creator-style content you drove from concept to finished asset.
• You can shoot, direct, and edit yourself, and you know when to bring in a crew. You have strong motion and typography instincts.
• You are an outstanding storyteller with taste and range. You can sit with a patient, a nurse, an executive, or a founder for an hour and find the two minutes that matter, and make it clear, human, and memorable without sentimentality or jargon.
• You've built content for a founder or executive and know how to develop someone's voice on camera and keep them consistent.
• You understand short-form platforms and what makes something travel on them, and you're as excited by a phone-shot clip that lands as by a beautifully lit film.
• You've made work for or about older adults, patients, or another audience where respect and clarity matter more than cleverness. Healthcare experience is a plus, not a requirement.
• You're a builder who owns things end to end, moves quickly, and can run several productions at once.
• You're comfortable using AI tools across the creative workflow.

Nice to Have

• Photography and art direction
• Copywriting and scriptwriting
• Paid social creative and performance iteration
• Podcast production
• Managing freelancers or a small creative team

What Success Looks Like

• Baba has a library of patient and customer stories that make the right viewer understand in two minutes how we help someone like them.
• Our founder and team have a consistent, recognizable presence in Medicare, healthcare, and AI.
• Growth and partnerships have a steady supply of on-brand video and testimonial creative.
• Everything Baba puts on screen feels cohesive, intentional, and unmistakably ours.