I made the front page of the largest English newspaper in the world
This huge honor was a happy accident. India highly requested this brand launch as mental health awareness gained momentum in the country. I started exploring long-form product copy to support the campaign. When I pitched bringing Headspace to life in one minute — giving readers the care they need that very moment — everyone was sold. A million drafts later, our CCO decided to put it on the front page…
Creative Directors: Joseph Mains, David Hsia, Tyler Hoehne
Copy: Kylie Ruffino, Makenzie McNeill
Art Direction: Amy Dale, Katie Burtwell
Animation: Brian Lee
Marketing Leads: Anton Mora, Henry Page, Kenny Bonilla
Seeing the impact
This ad launched our best-performing QR code yet. My approach to long-form copy, and the special, spacious moment it creates for readers, is becoming our new go-to. Since print, I’ve now contributed on two other long-form ads for major upcoming campaigns.
Headspace’s first brand launch in India
The entire campaign reached 25 million people across TV, OOH, digital, and print, from Mumbai to Bangalore to Delhi.
