From concept to campaign.
Figured I’d remind you and myself that I can think.
The client: the first FDA-approved oral prescription pill specifically designed to treat postpartum depression (PPD) in adults
The brief: Communicate what it can truly feel like to experience postpartum depression.
The work: Several years in 90 seconds
THE FINAL SPOT
The initial concept swipe for this spot tells a very simplistic story of a complex problem.
A mother sits in a nursery, the walls looking like a turbulent stormy sea. It’s a representation of how she feels.
Her Post Partum Depression (PPD) is pulling her away from her child into the middle of a vast sea of emotion. She is exhausted.
But with the first FDA-approved oral prescription that treats PPD, the skies around her clear, and she’s able to get back to her child.
Creative credits: Dina Peck, Olivia Browne, Will Burnett, Ariel Klein, Hannah Smith, Eva Suppa, Caroline Fish, Tom Galati, Bina Santos, Hilary Becker
This campaign is a solid idea of what it looks like for one of my concepts to go from storyboard to spot.
And, it just happens to be my favoritekind of story to craft - something emotional, real, and once created, impactful.