Copywriting & Art Direction
 

Created as student work, this brand campaign for Headspace is built around the idea that “Your state of mind belongs to you.” The concept positions mindfulness as an act of personal agency, something that can be reclaimed, shaped, and practiced on one’s own terms. Through calm, affirming copy and thoughtful art direction, the campaign emphasizes choice, self-awareness, and emotional autonomy, reframing meditation as a tool for empowerment rather than escape. The work explores how language and visual tone can reduce pressure, invite reflection, and reinforce the idea that mental well-being is deeply personal and inherently owned by the individual.