Campaigns & beyond
Alma simplifies access to high-quality, affordable mental health care by connecting those seeking mental healthcare with therapists. Each quarter, we ran a campaign that was geared to our two audiences: Providers (our therapists) and our Clients (therapy seekers). We created a TV spot or two for each audience and then supplemented those ads with a battery of paid media and bespoke landing pages.
Project type Omnichannel campaigns
My role Creative Director
Year 2026
Agency Internal
Production Human
Client audience
We wanted these spots to start somewhere smaller: the alarm you repeatedly snoozed, the call from your mom you couldn't bring yourself to pick up, the day you were supposed to handle it and didn't. Specific behavioral vignettes that are relatable without being alienating.
The insight isn't that people don't want help, but that finding it has always felt too hard on a hard day. Alma fixes that. Both spots earn that resolution by living honestly in the friction first. And we varied them tonally so we have more emotional range in market.
The ask was a 2% lift in conversion rate and direct traffic. It's running at 6% and 5.4%. Still in market, so those numbers will move.
Provider audience
On average, therapists lose 10 hours a week to administrative tasks. Showing what those 10 hours look like — and what they could look like with Alma — is more powerful than describing it. Alma hadn't really leaned into humor for the provider audience before. And we thought it was underutilized. So we went for it. The idea was a side-by-side portrait of private practice: same therapist, same day, completely different experience. With and without Alma. And to heighten the comedy, we let David Attenborough narrate.
A Year from Today
I joined Alma as this was finishing and led it through post. Not my concept, but I'm glad it's on my reel. It hit 150% of its consumer awareness target by March, about 3x the industry benchmark, and drove a two-year high in monthly consumer growth. It also set the art direction for everything that came after, including the homepage redesign below.
Homepage redesign
Alma’s homepage hadn’t been updated in ages, and we really needed to optimize it for all manner of things: growth, UI, UX, the whole enchilada. I spear-headed this spring to upgrade and elevate the experience.
CREDITS
Creative Direction: Jonathan Campo
Campaign Development: Jonathan Campo, Abby Muir
Art Direction + Design: Abby Muir, Brittany Rivera, Samm De Boda, Alyson Lawrence
Scripting/Songs/Copywriting: Jonathan Campo, Camille Muson
Director: Theo Le Sourd
Producer: Jackie O’Sullivan
Post-Production: Human