THE PROBLEM:

Misconceptions and a lack of understanding remain at the forefront of women's health. Women are often underserved, navigating a healthcare system designed with men in mind, filled with taboos, stigma, and insufficient information. To tackle this, Bayer Women’s Healthcare launched the Creative Unleashed competition, inviting agencies to develop ideas for a groundbreaking global campaign. The goal is to deliver a powerful message: what may seem "normal" in women’s health is not always acceptable.

Idea:

My idea and pitch won the Creative Unleashed competition, leading me to develop the campaign that became Anything But Normal - a bold call to action urging women to challenge outdated health norms and redefine what "normal" truly means in women’s health.

This campaign empowers women to recognise that they deserve more, better healthcare, better support, and a better quality of life. It inspires them to take charge of their well-being and create a life without compromise.

Role:

Creative Director, Art Director, co-writer across whole campaign.

THE PROBLEM:

Idea:

Role:

ANYTHING BUT NORMAL FILM

ANYTHING BUT NORMAL BEHIND-THE-SCENES