Ratt Pack IVF Series
Content Strategy, Story Development & Production
Project Description
In 2024, acclaimed hockey player Jamie Lee Rattray (PWHL player, Team Canada athlete, and Olympic gold medallist) and her wife Whitney, began their IVF journey. In 2025, we created a short-form video series documenting their experience, from their first appointment through pregnancy and the early days of motherhood, while exploring Jamie’s unique perspective as a professional athlete, including navigating her first off-season as a mom.
The Ratt Pack short-form video series combined original talking-head interviews, archival footage, and new footage captured throughout the couples’ journey. It was designed to create honest, community-oriented content that could resonate with others navigating fertility and parenthood, while opening the door to potential brand partnerships.
To accommodate Jamie’s playing season and the evolving nature of the subject matter, we developed a flexible episodic structure and publishing cadence that could adapt as the journey unfolded.
My Role
My role spanned the full content-development process:
Pre-Production & Series Strategy: I helped shape the series concept, narrative approach, and episodic structure through extensive research and close collaboration with Jamie and her talent team. I developed the overarching series plan, preliminary storyboards, episode outlines, interview questions, and shoot preparation materials, building a flexible framework that could evolve alongside both Jamie’s playing schedule and the IVF journey itself.
Production & Content Direction: During production, I led interviews with Jamie and Whitney, adapting questions in real time to uncover meaningful stories and secure the sound bites needed to shape each episode. I also developed shot lists and provided content direction to Jamie and her team, helping them capture new footage on an ad hoc basis as key moments unfolded between formal shoots.
Post-Production & Launch Optimization: Following each shoot, I created detailed storyboards based on the strongest interview moments, identifying opportunities to incorporate archival and newly captured footage. I worked closely with the editor to shape the narrative, pacing, and positioning of each episode. I also supported release strategy and optimized each post through caption copywriting and narrative framing, thumbnail development, relevant brand tagging, and coordination with Jamie’s PWHL team at the time (the Boston Fleet)—all designed to strengthen reach and engagement.
Client: Quartexx Management, on behalf of Jamie Lee Rattray
Agency Partner: Mixtape
