ANYTHING BUT NORMAL

CLIENT

BAYER WOMEN'S HEALTHCARE

OUTCOME

2026 - CANNES SHORTLIST
2026 - 2 x SILVER - CLIO AWARDS
2025 - BRONZE - aspid awards

overview

A global campaign challenging outdated perceptions of women's health, encouraging women to question what has long been accepted as "normal".

approach

Too many women's health conditions are dismissed as "just part of being a woman." From period pain to menopause, generations of women have been taught to normalise symptoms that can have a significant impact on their health and quality of life.

We challenged that mindset with Anything But Normal – a bold global campaign that redefined what "normal" means. By encouraging women to question outdated assumptions, trust their instincts and seek the care they deserve, we reframed self-advocacy as an act of empowerment rather than exception.

What began as the winning concept for Bayer's Creative Unleashed competition evolved into Anything But Normal – a global integrated campaign spanning film, digital, social and experiential. By turning a universal insight into a powerful call to action, the campaign opened up conversations around women's health while reinforcing Bayer's commitment to improving care for women worldwide.

MY ROLE

Creative Director + Art Director
Led the creative vision from concept to execution, directing integrated campaigns across film, digital, social and experiential. Responsible for concept development, creative leadership, art direction, production and stakeholder management.