UnitedHealthcare
Deborah's Story
Creative Direction · Director
A patient story told with restraint and real feeling, the kind of human moment that makes a healthcare brand trustworthy rather than corporate.
Joel Weber.
Creative Director · Healthcare Storytelling
I help one of the world's largest healthcare companies tell the truth about itself, in a way people actually feel.
Director & creative leader with 18+ years in film
Currently leading the creative work of Tilt Studios at UnitedHealth Group
Expertise at the intersection of filmmaking & healthcare
How I Think
01
From maker to leader, without leaving the craft
I came up as a cinematographer, and I lead like one. I've moved from being the best set of hands to building a team of them, but I still get hands-on and still hold the bar on visual quality and story. The craft is what earns me the right to lead other makers.
02
Build something that outlasts me
I stepped into a studio with no creative lead, defined the role, and grew the team from eight to thirteen. The goal was never to be the only person who could deliver, it was to set a standard and make great work repeatable across more than 1,500 pieces a year.
03
Move people, honestly, in a regulated world
The best healthcare storytelling is human and responsible at once. I make work that treats patients and caregivers like people, not case studies, while respecting the brand, legal, and human stakes it carries.
A few pieces that show the range, and the thinking behind them.
UnitedHealthcare
Keishana
Creative Direction · Director
Another patient-centered film in the same body of work, proof that emotional, documentary storytelling can scale across a brand without losing its honesty.
Mayo Clinic
Bold. Forward. Unbound.
Co-Director & DP
A public-facing brand film introducing the reimagining of Mayo Clinic to the world, ambition and institution-scale storytelling held to a cinematic standard.
Prime Therapeutics
Prime Therapeutics
Co-Director & DP
Translating a complex part of the healthcare system into something clear and human, the discipline of making the technical feel personal.
CaringBridge
CaringBridge
Director
A story about connection and support in hard moments, work that lives at the intersection of healthcare, community, and genuine human need.
Selected Other Work
Beyond healthcare, a few commercial and brand pieces, because range is part of the craft.
Cargill · Brand
The Holtz Family Farm
Director
A documentary-style brand film following a family farm, the kind of authentic, character-driven storytelling that works as well outside healthcare as in it.
The Goddard School · Brand
The Goddard School
Co-Director & DP
A warm, human spot for early childhood education, proof the approach travels across categories and audiences.
Brower Youth Awards
Jackson
Co-Director & DP
A portrait of a young environmental leader, character-driven storytelling in service of a cause.
Leadership & Background
I build the teams and standards that let great healthcare storytelling happen at scale.
I lead the creative work of Tilt Studios, UnitedHealth Group's in-house video studio. I stepped into a team without creative leadership, defined the function, and grew it from eight to thirteen while raising the quality bar across more than 1,500 assets a year.
Before UHG I co-founded HealthTales, a company devoted entirely to health storytelling for Mayo Clinic, Optum, and Prime Therapeutics, and Rikshaw Films, where I directed across 40+ countries for Fortune 500 brands. My foundation is craft, cinematography, lighting, the language of film, and it's what lets me lead other makers credibly.
My work is authentic, beautiful, emotional, never slick.
18+Years in film
8→13Team built & led
1,500+Assets / year
40+Countries directed
2Companies founded
© Joel Weber — Director, Video Creative