Client
NDA
Role
Creative Director
Services
Strategy · Campaign · Platform
Timeline
2023-Present
01 — About the project
Overview
A Fortune 500 manufacturing company needed to make mental health a focus for 88,000 employees in a way that felt human, not corporate, across every region it operated in.
I led the creative strategy and design end to end — shaping the online platform, directing the narrative, and overseeing a global production pipeline that localized every asset without losing the emotional core.
My Contributions
Creative strategy
Narrative development
Team leadership
Global production
Localization system
27
Languages
6M+
online Impressions
88K
Employees reached
1
Unified campaign
02 — Challenge
Mental health is deeply personal and cultural.
What resonates in the U.S. can fall flat — or feel alien — for a workforce spanning dozens of countries, languages, and cultural attitudes toward wellbeing.
03 — Approach
One emotional core. A flexible system built to breathe in every language.
04 — The Work
Hundreds of events.
Podcast and video production.
Experiential in-plant activations.
Celebrations and giveaways.
05 — Outcome
The campaign performed and changed the internal conversation.
Through the success of the campaign, the client has continued to expand budget year over year. They have been recognized as Lyra's 2026 Customer of the Year because of this campaign and continue to invite new technologies and ideas to more effectively communicate to their team.
Emails surpassed all other Cummins communication in both open rates at 51% and click-through rates at 11.5%. For Cummins, it showcased a workforce that is focused on improving their own lives and managers and leaders that help others around them. As we continue to educate on new mental health topics, the 'It's OK' campaign has become one of the most important changes for the business and their employees.
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