The brief was simple: normalise mental health conversations. We know that exercise has a great impact on mental health, so we wanted to leverage that and use it to start a conversation with our community. We’re not mental health experts, so we reached out to Campaign Against Living Miserably (CALM), to give us some useful insights on the most common phrases people say when subtly asking for help.

I was Lead Creative for the concept, artistic direction, visual style and copy.