THE 3RD EYE runs every spot through Boords, from the first concept to compliance sign-off
THE 3RD EYE is an independent, women-owned agency in Miami built for health and wellness brands, marking 30 years in healthcare advertising in 2026. Every spot runs on a storyboard in Boords: concept, internal review, client review, compliance, and the edit.
- Industry:
- Healthcare & wellness advertising
- Team:
- Around 16 people
- Location:
- Miami, Florida, USA
With Boords, THE 3RD EYE:
- Paces each script into frames and gets a first read on timing without recording a scratch voiceover
- Builds boards specific enough that a photo and video crew recreated one shot for shot
- Reviews every board internally, then shares a link for clients to comment on the exact keyframe
- Keeps a separate storyboard for every regional version of a spot, as the record of what was approved for each market
Thirty years in healthcare advertising
THE 3RD EYE is an independent agency in Miami built for health and wellness brands, and 2026 is its 30th year. Much of its client work is Medicare advertising, which is regional and legally sensitive. The busiest stretch of the year is the Annual Enrollment Period, when people choose their healthcare plan and the whole industry advertises at once.
The agency started using Boords during Covid. Rob Canales, its Chief Strategy Officer, says, "During Covid and the height of remote work, having a tool that allowed our collaboration to evolve was critical."
Storyboards built by hand in InDesign
Before Boords, the team built storyboards in InDesign, and only certain people could realistically build one. Rob remembers what was missing.
“There wasn't really an intuitive way to iterate, to share links, to really get people to provide feedback and ideate and do all these things. Boords gave us that solution.”
Rob calls the switch "such a huge win," and the agency's content output grew alongside it. Two people lead board production today: Cristina Mencía, Associate Creative Director, and Eric Zamorano, Lead, Content Creation. The tool is simple enough, though, that someone from account management could step in and build one.
“I think the storyboard is critical for every single phase of our process, from the initial concept all the way through to publishing.”
A board specific enough to shoot from
Client scripts arrive as a paragraph or two of copy in a Google Doc, with no timestamps. Cristina paces them into frames herself, deciding how many words and which part of each sentence land on each frame. That layout also gives the team its first read on timing. Where they "used to just record the actual VO," Rob says, they now get "pacing parameters just by uploading the script."
The frames themselves are generated in Midjourney, a tool Cristina chose because it gets her "pretty close to exactly the kind of shot that I'm looking for." The image carries as much of the direction as possible, the framing, the wardrobe, the angle, so the notes under each frame are kept for sound effects, transitions, and camera moves.
That approach was tested on a shoot in 2025. Cristina built the storyboard from generated images, and a photo and video crew "recreated my storyboard exactly." Real lighting and real people made the result better than the AI frames, and because every frame already showed what she wanted, she leaned less on her notes than she would have with a sketch.
“Because I was starting from exactly what I wanted in my storyboard with the images that I had generated, the outcome of what we were able to produce in real life was better than any shoot I've ever worked on before.”
Credits for the Clover Health spot: lead creative Cristina Mencía, photography Mark Katzman, video Jake Huber, production Jamie Keim.
A storyboard for every version that airs
Review is the longest phase of a project at THE 3RD EYE, and it starts inside the agency. The team comments on every board before a client sees it, and that internal pass is where most of the activity in Boords happens.
After that, the format depends on who is reviewing. Compliance gets a PDF, "because that's typically how that department wants to review things," Rob says. Focus-group testing gets a Google Slides export. Clients get a link, because "they can respond there, we can see their reactions, their commentary." Guest commenting is the one feature Cristina calls "the most non-negotiable."
The link also fits how the agency runs. Projects live in Monday.com, every board is named to match its project, and sharing a board is, in Cristina's words, "just a copy-paste."
Medicare work adds a second kind of versioning. A statewide campaign can need up to 12 versions of the same commercial, each with slightly different information for a different market, and every one gets its own storyboard. Cristina's team uses them "to check against through every step of our post-production, review, proofing," and as the record if anything goes wrong.
“If a video that was supposed to run in Orlando accidentally ran in Miami and had incorrect information, there's legal implications that we could be vulnerable to. If we can cover our bases and say, "This is where this error occurred, this is where we're responsible for something," the storyboard is still a critical component of maintaining accuracy across everything that we do.”
The bible for the edit
Once a board is final, it goes to the editor and the post-production team as the reference for timing, framing, transitions, and effects. Rob calls it "a bible of sorts."
Some projects now hold 18 to 20 boards. "We're not just using it to do one-offs," Cristina says. "It's truly a key part of our process and our system, in ideation and even finalizing it."
Rob calls AI "the new frontier," and the team likes experimenting with new tools. Cristina is clear about where the work starts.
“For us as an agency, everything's always going to have a human layer. It's always going to start with our human thought and then go into how it iterates.”
Next up is the Annual Enrollment Period: new concepts for Medicare clients, then client review, legal compliance, and post-production. Rob expects it to be "a major Boords-heavy time of year."
How THE 3RD EYE takes a spot from script to the edit
Pace the script
Copy arrives as a paragraph or two with no timestamps. Cristina paces it into frames by hand, and the layout gives the team a first read on how long the spot will run.
Let the image direct
Frames are generated in Midjourney and placed in Boords. The image carries framing, wardrobe, and angle, so notes are kept for SFX, transitions, and camera moves.
Review it internally
The team comments on every board before a client sees it. It is the agency's first and heaviest layer of quality control.
Share the link
Clients get a link, pasted straight into Monday.com, and comment on the exact keyframe as guests. Compliance gets a PDF, and focus-group testing gets a Google Slides export.
A board per version
A statewide Medicare spot can run in up to 12 regional versions. Each gets its own storyboard, so every version can be checked against what was approved.
Hand off to post
The final board goes to the editor and post-production team as the reference for timing, framing, transitions, and effects.
One spot, before and after the shoot
Version 1, the concept board
Fourteen frames built from AI-generated images, with the voiceover line and the shot description under each one.
Version 2, stills from the shoot
Sixteen frames with stills from the footage in place of the concept images, against the same voiceover beats.
Get every version signed off before the shoot
Create scripts, storyboards, and animatics with your team.
Collect client feedback, keep every version on record, and go into production knowing exactly what was approved.
