Aetna wanted to increase awareness about their mindfulness campaign, #TakeAMoment.
The conversation around mental health—especially anxiety—had hit a media fever pitch in 2015-2016. We decided to tap into it by showing what life could be like if your brain could text you.
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I concepted and pitched this idea pre-sale. I also ended up brainstorming (along with other editors) and writing these lines for the final execution in post-sale.