In Headspace’s ongoing quest to transition from being known as a “mindfulness app for the coastal elite” to a “mental health app for everyone”, this campaign helped make the brand more approachable with a bit of cheeky humor. The brand looked to their “Chief Music Officer” and self-proclaimed “King of Valentine’s Day”, John Legend, to share an unexpected message leading up to Valentine’s Day: the most important relationship you have is the one with your self.

This spot and its supporting extensions were such a success, we secured a last-minute Super Bowl pre-game placement and drove over 400,000 people to the Headspace site in just one night! As the VP of Brand & Content Marketing, Amy spearheaded the entire initiative, from creative concept through to social activation.