Youtube Kids x Headspace Breathers

A 7-episode series in partnership with Youtube Kids, ft. Samantha Snowden, a kids & family mindfulness expert. This series offers children and caregivers tools to help balance difficult emotions, stress, managing screen time, and dealing with loss.

Problem: Create a visual language within the Headspace brand that resonates with a younger audience. Present mental health topics in a digestible, engaging way.

Solution: Developed a style that conveys the naive, messy, and curious energy of children using Headspace’s shapes and colors as the foundation. Built each episode to cater to different age groups, ages 4-7 and 7-12.

CD: David Hsia / Tyler Hoehne
AD: Karina Korol
Animation Lead: Brian Lee
Animation: Janet Lee / Erich Reimers / Delaney Trione
Role: Art Direction, Illustration, Storyboarding

2021

National Parks

National Parks and Headspace came together to create bespoke sleep content for each national park, such as the Grand Canyon and Joshua Tree.

Problem: Create a bespoke campaign visual system to promote the partnership and promotion.

Solution: Develop a hero visual that combines the visual motifs of park badges with Headspace’s iconic brand faces. The modular design of the badges allow for flexibility when designing for different sized assets.

CD: Anton Mora / David Hsia
Design: Katie Burtwell
Copy: Carrie Laven

Role: Art Direction, Illustration
2022-2023

#MyHeadspace

For World Mental Health Day, Headspace launched the #myheadspace campaign – giving members a platform to share their stories that felt human and relatable.

The team partnered with Buck to create a series of animated ads that highlight members’ experiences with mental health and how Headspace has helped them in their everyday lives.

Problem: Create a campaign that destigmatizes mental health struggles to a wider audience that may still feel opposed to trying meditation.

Solution: Use real life member stories and their experiences of using Headspace to establish authenticity and trust with a newer audience. Create a hashtag #myheadspace to encourage others on social media to share their mental health stories and create a supportive, online community.

CD: David Hsia / Joseph Maines
AD & Design: Anton Mora / Lauren Allik
Copy: Makenzie McNeill
Animation: Buck / Brian Lee

Role: Art Direction, Illustration, Design
2023

Women’s Collection

Headspace launched a Women’s Collection in 2022, giving much-needed attention to topics like sex and relationships, physical health, and women solidarity.

On top of a robust in-app collection of meditations and wellness exercises, we partnered with our friends at Peanut, an online community for women, to jumpstart a conversation about sexual wellbeing led by sex and relationship expert Kate Moyle.

Problem: Women want better access to information about sex drive and women’s health, and find it a top stressor to bring it up to their doctors. How can Headspace fill this gap and help facilitate these tough conversations?

Solution: Create a warm, playful campaign that helps women feel seen and less isolated in their anxieties. Provide supportive content around topics like self-esteem, hormone health, and solidarity. Raise brand awareness within Peanut’s community.

CD: David Hsia / Joseph Maines
AD: Lauren Allik
Copy: Makenzie McNeill / Carrie Laven
Design: Lauren Allik / Marissa Meier

Role: Art Direction, Illustration, Design
2022

Dear Headspace

Dear Headspace was a campaign to reach those less inclined to meditation and mindfulness. Headspace leveraged real users stories as a base to tell people how important taking care of yourself is. Stepping away from the usual illustrated approach, the team partnered with Hoffman & Metoyer to create this cinematic tv ad with sprinkled moments of our illustrations.

I worked on designing the illustrated moments and collaborated with our in-house animators.

Problem: How do we approach combining the Headspace brand with live footage and photography?

Solution: Highlight moments of joy in the footage and photography with illustrated accents and the Headspace’s iconic smile.

CD: David Hsia / Tyler Hoehne
AD: Lauren Allik / Liz Tran
Animation: Brian Lee / Erich Reimers / Zach Gibson
Copy: Makenzie McNeill / Caroline Pham

Role: Illustration, Storyboarding
2020

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