What I did: Creative direction, CX strategy, copywriting, art direction, AI-generated imagery
The Patient Who Fell To Earth
This idea, part of a pitch for a new generation of holistic schizophrenia treatments, was sparked by something a friend living with the condition said to me. After he was diagnosed, put on antipsychotics and released from residential care, he said that every time he left the house, it was like going on a space walk. That's because the 'negative symptoms' (ie the things schizophrenia takes away, like confidence, joy and executive function) don't get treated. This, years later, led me to this idea for an unbranded campaign. We lost the pitch, despite patients loving the idea in testing. (Keep scrolling for the special bonus feature: the video I wrote to set up our pitch strategy).
