Les Mills x MHAW

_{THE BRIEF
‍}I was the Creative Director for Les Mills’ first social campaign focused on Mental Health Awareness, aligned with the 5 Ways to Wellbeing framework from the Mental Health Foundation. The goal was to present Les Mills authentically while meaningfully contributing to an important cultural conversation.

_{THE CHALLENGE}
Create engaging, resonant content across five days that connected with the audience and encouraged participation. A multimedia approach was essential, combining video, photography, motion, and audience engagement to maintain momentum throughout the week.

_{THE SOLUTION}
I led the creative strategy and was hands-on across the full production process, filming, directing, editing and animating all campaign content. The project involved working closely with trainers and educators, capturing and sharing their personal stories in a way that felt human, respectful and true to the brand. One of the standout pieces of content was the 15 minute partner workout which aimed to encourage friends to get together for some movement and most importantly, connection!

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_{DAY 1 | CONNECT}
A partner workout video for Instagram, designed to encourage connection through movement. I led art direction, filming, lighting, editing, and production, using natural light and plants to create a calm tone.

_{DAY 2 | KEEP LEARNING}
An Instagram carousel featuring Les Mills Personal Trainers sharing how continuous learning supports mental wellbeing.

_{DAY 3 | TAKE NOTICE}
A short video created with yogini Nimita, using walking meditation to translate mindfulness into simple, engaging visuals.

_{DAY 4 | BE ACTIVE}
A yoga-inspired photo series highlighting that movement looks different for everyone, and that listening to your body is part of mental wellbeing.

_{DAY 5 | GIVE}
A community engagement activation via Instagram Stories, later animated to reflect audience responses and encourage ongoing connection.