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Feel Lighter Campaign

TV & Paid Social: Meta, TikTok, YouTube, Pinterest, Reddit
Lead Designer: Megan Atwater
Associate Creative Director: Ryan Fetters
Senior Copywriter: Christian Villodas
Senior Designer: Andrea Celis
United States, Canada, Ireland, United Kingdom, France, Germany, Austria, Spain, Netherlands

Integrated International Brand Launch for BetterHelp

Feel Lighter was BetterHelp’s Q1 2026 campaign, designed to launch the year with cultural relevance and clinical credibility. We set out to build a 360° campaign that tapped into the self-betterment energy of the New Year while driving measurable member growth. By positioning BetterHelp as the partner that helps you “take on 2026,” we translated a universal emotional insight into a cohesive brand platform across organic and paid social and TV both in the US and internationally.

The core insight: Emotionally, we carry a lot with us, especially after a long year. The New Year symbolizes renewal and reprioritization.
The solution: Whatever heaviness you carry, BetterHelp helps you feel lighter.

My Role

As the lead designer for the campaign, I owned the visual system rollout across all performance channels. I translated the TVC creative direction into a scalable, conversion-driven design system spanning 100s of motion, static, and carousel assets tailored to 9 different geographic markets. I established the campaign’s key art, imagery selection, color architecture, typography lockups, and end card framework, ensuring cohesion across every touchpoint.

Television Commercials

The TVCs established the emotional and visual foundation for the entire campaign. Its core device, transitioning from darkness into light, became the organizing principle for every other asset. The commercials were localized for the US, Canada, United Kingdom, France, Germany, Spain, Austria, and the Netherlands.

Motion Graphic Ads

For motion, I focused on preserving the emotional arc while optimizing for clarity and attention in-feed. The text-based animations used typography as storytelling beginning with darker tones then easing into warmer color values to visually reinforce the idea of release. These text based animations became top performers on our paid social channels, driving over 1,000 sign ups per asset.

The lifestyle motion assets blended cinematic footage with intentional color grading to evoke comfort, relief, and psychological safety.