BetterHelp x Lewis Capaldi Partnership
Lewis Capaldi
✳︎
BetterHelp
✳︎
Lewis Capaldi ✳︎ BetterHelp ✳︎
2025
BetterHelp x Lewis Capaldi
Role: Lead Designer & Video Editor
To mark the 734 days he stepped away from music to focus on his mental health, Lewis Capaldi partnered with BetterHelp to donate 734,000 hours of therapy — transforming a deeply personal milestone into a global act of impact.
In an intimate, in-person interview, Lewis reflected on how therapy sustained him during his hiatus and made his return to music possible. “Therapy has been such a massive part of my last two years, and is a reason why I am able to be a musician again,” he shared. The campaign translated that vulnerability into a multi-market awareness initiative spanning North America and Europe.
As one of BetterHelp’s most emotionally resonant global partnerships, the campaign required creative that honored Lewis’s honesty while scaling across diverse audiences in the U.S., Canada, Australia, Ireland, United Kingdom, Germany, France, and the Netherlands.
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Television
Paid Social: Meta, TikTok, Youtube
Organic Social: Instagram Feed + Stories, LinkedIn
Email Marketing
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Creative Director: Kate Keparutis
Associate Creative Director: Ryan Fetters
Brand Partnerships Director: Olivier Sinson
Copywriter: Christian Villodas
Designers: Alyssa Long, Micaela Munoz
Video Editor: Pablo Arana
Creative & Brand Marketing Manager: Caitlin Kramon
Sr. Influencer Marketing Manager: Justin Lee
Social Media Manager: Kerrie Ngo
My Role
As lead designer and video editor, I established key art direction for the partnership, supporting editors and designers to ensure consistency across global markets, ensuring a consistent emotional tone and visual language across markets while adapting executions to the nuances of each channel.
I helped shape the campaign’s emotional arc—editing the long-form interview into platform-native paid social ads, while translating the tone of Lewis’s vulnerability into cohesive creative across every touchpoint.
Final Execution
The campaign launched globally across television, paid social, organic social, and email—anchored by a cohesive visual system I helped define and guide across every touchpoint.
For paid channels, I distilled Lewis’s most powerful reflections into concise, platform-optimized stories designed to drive awareness and engagement at scale.
Organic executions leaned more intimate and community driven to create space for dialogue. I also cut and produced content for Lewis’s Instagram Story takeover, where he answered audience questions about his mental health journey.
The partnership extended into lifecycle marketing through a dedicated email campaign, visually aligned with the campaign’s key art and design to convert awareness into action.
Together, the work translated a deeply personal milestone into a cohesive, global campaign—extending Lewis’s story across platforms while turning vulnerability into 734,000 hours of therapy for people around the world.
