Stress Care for the New Normal
Cigna 2021
Life has certainly changed, and it’s left many wondering - this might be new, but is it actually normal?
We helped leading healthcare company, Cigna, tell the world that chronic stress shouldn’t be accepted as normal whether it’s at home or in the workplace.
This 360 brand campaign took shape through seven characters across eight markets in two films, a series of animated and static banners, social posts, and cutdowns.
This might be new, but is it actually normal?
Our cheeky but empathetic script narrates and interacts with our struggling characters facing new and usual stressors in vibrant tableau-styled scenes.
To navigate the restrictions of COVID-19, the film production spanned five time zones with our creative team in HK/SG, our producer in Thailand, and our film set in Ukraine.
Below, find our B2B and B2C full-length versions.
Role
Creative direction, copy, ideation, film prep & execution.
I co-led the creative direction and copy for Stress Care for the New Normal, shaping the idea and language from concept through execution. The work focused on speaking honestly about pressure and change, reframing stress care as something practical, immediate, and human.
