World Health
Organization
Global Traditional Medicine Summit
Creative direction of a global documentary initiative spanning 16 countries, 12 languages, and 17 independent production companies, delivering 28 films for one of the most ambitious public health integrations ever undertaken.
This work was delivered by Jake Siddall while working at a creative agency, in collaboration with WHO global and regional teams.
Year
2025-2026
Production
Shot across 16 countries, 12 languages, with 17 independent production partners
Summit Audience
Premiered to global Heads of State and Health Ministers at the WHO Global Summit
Public Rollout
Released globally via owned and social channels following the summit
Team
Creative Director embedded within agency partner
World Health Organization
Work by Jake Siddall
The challenge
The World Health Organization’s Global Summit on Traditional Medicine sought to bridge centuries-old healing traditions with contemporary biomedicine, at a global scale.
The objective was not simply to document. It was to unify diverse knowledge systems across continents into a cohesive narrative body of work that could stand before heads of state, ministers of health, and global policymakers.
The logistical and creative challenge was immense:
17 separate shoots across 16 countries, each with different local production teams, cultural contexts, regulatory sensitivities, and time zones, all required to feel like one unified project.
My role
As Creative Director, I led the overarching creative vision and ensured its consistent execution across every territory.
This included:
• Leading 17 independent production teams simultaneously, briefing each on concept, tone, and visual language
• Maintaining tonal and visual consistency across 12 languages and multiple time zones
• Navigating complex stakeholder environments involving WHO leadership and international health ministries
• Overseeing post-production across hundreds of hours of global footage, shaping it into 28 unified films, 10 primary documentaries and 18 supporting pieces
The mandate was clarity and cohesion at scale.
Creative Concept
Woven Threads
The central idea, Woven Threads, served as a metaphor for the intersection of traditional knowledge systems and modern medicine.
The concept was embedded through every film, creating a shared narrative and visual language regardless of geography.
A bespoke wicker sculpture was developed as a unifying visual device, captured through motion-control macro cinematography. This signature visual connected stories from the Pacific to Africa to the Americas, reinforcing the idea of interconnection at every level.
The result was not a collection of films. It was a single global body of work.
Outcome
The films premiered at the WHO Global Summit on Traditional Medicine, screening to an audience of presidents, prime ministers, health ministers, and policymakers from across the world.
They have since become a foundational content bank for the WHO’s continued global health integration initiatives.
This project demonstrates the ability to lead creative work across continents, cultures, and institutions, delivering clarity under complexity and cohesion under pressure.
Countries
Shoots
Languages
Films
What this project reinforced.
Complexity does not require more people. It requires clearer thinking and tighter systems. The same principles that held 17 production teams in alignment across 16 countries are the principles behind every Kyttn engagement, just applied at a different scale.
© 2026 Kyttn
Want to talk about what Kyttn could build for you?
No obligation. No pitch deck.
World Health Organization
World Health
Organization
Global Traditional Medicine Summit
Creative direction of a global documentary initiative spanning 16 countries, 12 languages, and 17 independent production companies, delivering 28 films for one of the most ambitious public health integrations ever undertaken.
This work was delivered by Jake Siddall while working at a creative agency, in collaboration with WHO global and regional teams.
Year
2025-2026
Production
16 countries | 12 languages | 17 production partners
Summit Audience
Global Heads of State and Health Ministers, WHO Global Summit
Public Rollout
Worldwide release across owned and social channels
Team
Creative Director embedded within agency partner
World Health Organization
Work by Jake Siddall
Global Traditional Medicine Summit
Creative direction of a global documentary initiative spanning 16 countries, 12 languages, and 17 independent production companies, delivering 28 films for one of the most ambitious public health integrations ever undertaken.
This work was delivered by Jake Siddall while working at a creative agency, in collaboration with WHO global and regional teams.
Year
2025-2026
Production
16 countries | 12 languages | 17 production partners
Summit Audience
Global Heads of State and Health Ministers, WHO Global Summit
Public Rollout
Worldwide release across owned and social channels
Team
Creative Director embedded within agency partner
World Health Organization
Work by Jake Siddall
The challenge
The challenge
The World Health Organization’s Global Summit on Traditional Medicine sought to bridge centuries-old healing traditions with contemporary biomedicine, at a global scale.
The objective was not simply to document. It was to unify diverse knowledge systems across continents into a cohesive narrative body of work that could stand before heads of state, ministers of health, and global policymakers.
The logistical and creative challenge was immense:
17 separate shoots across 16 countries, each with different local production teams, cultural contexts, regulatory sensitivities, and time zones, all required to feel like one unified project.
My role
My role
As Creative Director on the project, working within the agency structure, I led the overarching creative vision and ensured its consistent execution across every territory.
This included:
• Leading 17 independent production teams simultaneously, briefing each on concept, tone, and visual language
• Maintaining tonal and visual consistency across 12 languages and multiple time zones
• Navigating complex stakeholder environments involving WHO leadership and international health ministries
• Overseeing post-production across hundreds of hours of global footage, shaping it into 28 unified films, 10 primary documentaries and 18 supporting pieces
The mandate was clarity and cohesion at scale.
Creative Concept
Creative Concept
Woven Threads
Woven Threads
The central idea, Woven Threads, served as a metaphor for the intersection of traditional knowledge systems and modern medicine.
The concept was embedded through every film, creating a shared narrative and visual language regardless of geography.
A bespoke wicker sculpture was developed as a unifying visual device, captured through motion-control macro cinematography. This signature visual connected stories from the Pacific to Africa to the Americas, reinforcing the idea of interconnection at every level.
The result was not a collection of films. It was a single global body of work.
The central idea, Woven Threads, served as a metaphor for the intersection of traditional knowledge systems and modern medicine.
The concept was embedded through every film, creating a shared narrative and visual language regardless of geography.
A bespoke wicker sculpture was developed as a unifying visual device, captured through motion-control macro cinematography. This signature visual connected stories from the Pacific to Africa to the Americas, reinforcing the idea of interconnection at every level.
The result was not a collection of films. It was a single global body of work.
Outcome
Outcome
The films premiered at the WHO Global Summit on Traditional Medicine, screening to an audience of presidents, prime ministers, health ministers, and policymakers from across the world.
They have since become a foundational content bank for the WHO’s continued global health integration initiatives.
This project demonstrates the ability to lead creative work across continents, cultures, and institutions, delivering clarity under complexity and cohesion under pressure.
$
$
16
Countries
Countries
17
Shoots
Shoots
12
Languages
Languages
81%
organic sessions up in the first 28 days
28
Films
The campaign demonstrated that creative effectiveness does not require inflated structures. Only clarity and control.
What this project reinforced.
Could
this
work
for your
business?
Complexity does not require more people. It requires clearer thinking and tighter systems. The same principles that held 17 production teams in alignment across 16 countries are the principles behind every Kyttn engagement, just applied at a different scale.
Complexity does not require more people. It requires clearer thinking and tighter systems. The same principles that held 17 production teams in alignment across 16 countries are the principles behind every Kyttn engagement, just applied at a different scale.
© 2026 Kyttn
Want to talk about what Kyttn could build for you?
No obligation. No pitch deck.
Want to talk about what Kyttn could build for you?
No obligation. No pitch deck.