Female athletes were experiencing a cultural high point in visibility and performance pressure, yet stigma around mental wellness persisted. The Ad Council team challenged us to reframe mental health care as essential to peak athletic performance for athletes of all ages.

We anchored the campaign in a simple truth: the real MVP is the mind. The Mind Set featured symbolic objects from three elite athletes—each tied to a defining moment in their mental health journey—transforming personal artifacts into powerful storytelling that reframed mental wellness as essential to peak performance.

• Skylar Diggins: Childhood Basketball → determination

• Laurie Hernandez: Comeback Leotard → bravery

• Chaunté Lowe: Survivor Bell → resilience

I led the creative and design direction across the entire Amazon ecosystem—defining the campaign identity, visual system, and storytelling architecture across Fire TV, Prime Video, static and video placements, landing pages, Amazon Music, and Alexa. I oversaw, UI/UX, motion, and integrated experience design, ensuring consistency, clarity, and emotional resonance at every touchpoint.