As Headway grew to over 1 million patients and 60,000 providers, I led the brand's first campaign end-to-end, from strategy and creative direction through production and launch. Built around a series of documentary films featuring real therapists, the campaign established a unified platform that spoke to providers and patients at the same time, repositioning Headway from a tech product into an advocate for the therapists who make therapy possible.

Therapy begins long before someone walks into a room. It begins with the decision to ask for help.

That decision is one of the hardest people make. Sitting across from someone you've never met and sharing the parts of yourself you've spent years protecting requires trust.

At the same time, therapists rarely have the opportunity to tell their own stories. Their profession teaches them to listen and create space for others. They spend their careers helping people find their voice while rarely sharing their own.

It was time we listened to those who listen to us.

Purpose in Practice reframed therapists as the heroes of the story, not Headway. Rather than producing scripted commercials, we created intimate documentary portraits following three providers whose journeys reflected resilience, courage, and purpose. By openly sharing the fears, doubts, and experiences that shaped them, they did more than tell their own stories—they gave others permission to tell theirs.

Those same stories were then adapted into two distinct campaign experiences. Providers saw reflections of the practice they wanted to build. Patients saw reflections of the trust they hoped to find. One narrative, thoughtfully segmented, allowed a single campaign to speak authentically to both audiences while strengthening Headway as the connection between them.

The work launched on World Mental Health Day across CTV, social, digital, landing pages, and Times Square, establishing Headway's first brand campaign and a new way of talking about vulnerability.

Sometimes, it starts with seeing yourself in someone else.