Kevin Camonayan
Creative & Director – Brand, Content & Digital
www.kevincamo.com kc@kevincamo.com Creative Book
Dr. Sepah, Have you seen Billions? (On a side note, I do think a show like that would have been a perfect product placement for Maximus.) Anyway, in the first episode, some analyst gives the big boss — a billionaire hedge fund manager — a compliment. The boss responds: “My cholesterol’s high enough. Don’t butter my ass, Danzig. Just get smarter.” Is this a dream opportunity for me? Yes. Do I think I could do well for the company? Yes. A company of this size, trajectory, and positioning is a dream job for any serious CD candidate. With that said, unlike Danzig, I’m not here to butter your ass, Dr. Sepah. And I’d guess your cholesterol levels are mostly fine. I’m here to take a different approach to distinguishing myself as a serious candidate for this position, despite not having held such a role at a similarly staged company — or perhaps because I haven’t. So instead of drawing parallels between the problems I’d be solving for Maximus and the types of problems I’ve solved over the last fifteen years (working across consumer tech, luxury, fashion, real estate, private aviation, quantum computing, AI creative computation, professional services, SaaS, venture capital, etc.), I’m going to cut straight to problemsolving. Or at least my initial take on it, that way you can consider my candidacy based on my current abilities/sensabilities rather than my past. You may not agree with everything I share — maybe not initially, maybe not ever. That’s fine. But these are my initial thoughts after reviewing Maximus’ digital presence over the last twenty-four hours. And if I had been a CD at Meta, Calm, or Goop for eight years, this wouldn’t be necessary. We’d be covering it in week one on the job, or on interview calls. So believe me when I say: what I’m sharing is with all due respect. Because I understand getting Maximus to where it is now hasn’t been easy, and the next ten years won’t be either. Picking the right CD, especially now, is going to be critical. Diagnostic: What Doesn’t Work (and Why) Messaging: Too dry and overly logical. Every fact points straight to a product — so on the other side of nearly every informational or educational video is a pill. It comes across as too transactional and too literal. It’s the same feeling as those gurus who promise to show you “how to make $200K a year working from your laptop in Bali.” The science may be real, but the delivery makes it feel like a pitch, not a movement. Audiences sense when credibility gets undercut. Narrative frame: Right now the brand feels one-dimensional — overly rational, clinical, narrow in appeal. It positions Maximus as a provider of facts and pills rather than as a lifestyle and identity. What’s missing is the emotional resonance, cultural aspiration, and relatable voice that would broaden appeal. The story needs to move from information to imagination. Presentation online: Instagram looks like a hybrid between a meme page and an aspiring health influencer. Yes, reels can build awareness quickly — but here they feel both overdone and underdone. There’s no cohesive brand world for Maximus, just a large whiteboard of information and reasoning for why you should buy the product. YouTube engagement is also far below potential. The current presentation undersells the science-backed credibility the company actually has. Video & delivery: The potential is high, but the current execution is poor — in how the content is framed, presented, and delivered. Right now the cadence mirrors generic health/fitness influencers, which makes the delivery feel less distinctive and less premium. With direction and coaching, the same content could land with authority, authenticity, and broader appeal. Identity & packaging: The logo and crown mark are too literal, and the packaging feels dated. Together they don’t reflect the rigor or ambition behind Maximus. A refresh would elevate perception to the level of a performance medicine leader.
Re: Creative Director @ Maximus
04 September 2025