Headspace Shadow Campaign
Designed for DS4
Created using Blender and Adobe Suite
(LINK TO PRESENTATION)
Created using Blender and Adobe Suite
(LINK TO PRESENTATION)
We were tasked by Headspace with a proposal: how can we shift the public’s perception of Headspace from just being seen as a meditation app to being recognized as a meditation and therapy app?
To answer this proposal, I decided to create a campaign based around the Jungian concept of the Shadow. The shadow is one of the more well-understood psychological concepts in pop culture, representing the darker sides of your mind. And Carl Jung explains that when left ignored, it can manifest into things like self-sabotage, depression, and emotional distress.
And so this campaign is to bring awareness to your shadow. Essentially giving birth to it by drawing a shape around it’s eyes you are bringing it into your consciousness. And over time you must nurture by talking to it through a sort of journaling process, and eventually accepting that these darker parts of yourself is you.
Through this campaign we are going to anthropomorphize the shadow, making it into a character and use it as a guide to better understand yourself, breaking away from toxic positivity, and embracing the complexities of being a human being.
To answer this proposal, I decided to create a campaign based around the Jungian concept of the Shadow. The shadow is one of the more well-understood psychological concepts in pop culture, representing the darker sides of your mind. And Carl Jung explains that when left ignored, it can manifest into things like self-sabotage, depression, and emotional distress.
And so this campaign is to bring awareness to your shadow. Essentially giving birth to it by drawing a shape around it’s eyes you are bringing it into your consciousness. And over time you must nurture by talking to it through a sort of journaling process, and eventually accepting that these darker parts of yourself is you.
Through this campaign we are going to anthropomorphize the shadow, making it into a character and use it as a guide to better understand yourself, breaking away from toxic positivity, and embracing the complexities of being a human being.
Phase 1: Curiosity
(3 month period)
Have the Shadow character appear as graffiti around the city, creating a sense of curiousity for this character.
Phase 2: Introduction
(3 month period)
Have the Shadow character integrated into the Headspace ecosystem as billboards, into their illustration, and in their social media.
Phase 3:
Integration
(6 month period)
Finally, integrating the character as a feature within the app, being able to talk to your shadow through a sort of journaling process.