Philips SRC
Campaign for Sleep & respiratory care
Campaign for Sleep & respiratory care
Project type
SRC Campaign
Company
Philips
Location
USA
Industry
Healthcare
Role
Design Director
Tools
Figma, Adobe, Framer
Project type
Brand Identity & Website
Company
Agentimise.ai
Location
UK
Industry
AI
Role
Creative director
Tools
Figma, Adobe, Framer
Campaign video
Digital HUB
Key photography
Social videos
The brief
Philips Sleep & Respiratory Care wanted to rehumanize the conversation around sleep and breathing disorders—conditions that are often clinical in tone and alienating in execution. The brand needed a campaign that would go beyond product specs and outcomes, and speak directly to the emotional realities of those affected.
The brief was clear but ambitious: build a narrative that could restore dignity, agency, and intimacy to patients’ experiences. We were tasked with crafting a campaign that could show the technology without making it the hero—putting people, their routines, and their lived moments back at the center.
“What Matters Most, Is You” was the strategic and creative response. It shifted focus from machines to meaning—from treating symptoms to restoring life’s small, essential rituals: reading to your kids, lying close to someone, waking up rested enough to simply be yourself again.
What did I do?
I co-led the narrative development for What Matters Most, Is You, a global campaign built around the real stories of three individuals living with sleep and respiratory conditions. Working alongside our ECD, I shaped each story to reflect both personal truth and brand messaging—balancing emotional resonance with medical and regulatory parameters.
I developed the creative across three core channels: a central campaign HUB website, a social content series tailored for global and local platforms, and a U.S. small business outreach program targeting providers. My role spanned scripting, story structuring, and ensuring all assets worked together to convey a consistent, human-first message across every touchpoint.
What was the outcome
The campaign reframed Philips Sleep & Respiratory Care as a brand centered on people, not just products. It drove strong engagement globally, with over 3M+ video views, high dwell time on the HUB, and above-industry social performance.
It was adopted across key markets as a global brand platform, praised internally for its clarity and externally for its empathy. In the U.S., the small business outreach helped deepen relationships with providers—proving that real stories can move both hearts and markets.
Project type
SRC Campaign
Company
Philips
Location
USA
Industry
Healthcare
Role
Design Director
Tools
Figma, Adobe, Framer
Project type
Brand Identity & Website
Company
Agentimise.ai
Location
UK
Industry
AI
Role
Creative director
Tools
Figma, Adobe, Framer
Campaign video
Digital HUB
Key photography
Social videos
The brief
Philips Sleep & Respiratory Care wanted to rehumanize the conversation around sleep and breathing disorders—conditions that are often clinical in tone and alienating in execution. The brand needed a campaign that would go beyond product specs and outcomes, and speak directly to the emotional realities of those affected.
The brief was clear but ambitious: build a narrative that could restore dignity, agency, and intimacy to patients’ experiences. We were tasked with crafting a campaign that could show the technology without making it the hero—putting people, their routines, and their lived moments back at the center.
“What Matters Most, Is You” was the strategic and creative response. It shifted focus from machines to meaning—from treating symptoms to restoring life’s small, essential rituals: reading to your kids, lying close to someone, waking up rested enough to simply be yourself again.
What did I do?
I co-led the narrative development for What Matters Most, Is You, a global campaign built around the real stories of three individuals living with sleep and respiratory conditions. Working alongside our ECD, I shaped each story to reflect both personal truth and brand messaging—balancing emotional resonance with medical and regulatory parameters.
I developed the creative across three core channels: a central campaign HUB website, a social content series tailored for global and local platforms, and a U.S. small business outreach program targeting providers. My role spanned scripting, story structuring, and ensuring all assets worked together to convey a consistent, human-first message across every touchpoint.
What was the outcome
The campaign reframed Philips Sleep & Respiratory Care as a brand centered on people, not just products. It drove strong engagement globally, with over 3M+ video views, high dwell time on the HUB, and above-industry social performance.
It was adopted across key markets as a global brand platform, praised internally for its clarity and externally for its empathy. In the U.S., the small business outreach helped deepen relationships with providers—proving that real stories can move both hearts and markets.
Project type
SRC Campaign
Company
Philips
Location
USA
Industry
Healthcare
Role
Design Director
Tools
Figma, Adobe, Framer
Project type
Brand Identity & Website
Company
Agentimise.ai
Location
UK
Industry
AI
Role
Creative director
Tools
Figma, Adobe, Framer
Campaign video
Digital HUB
Key photography
Social videos
The brief
Philips Sleep & Respiratory Care wanted to rehumanize the conversation around sleep and breathing disorders—conditions that are often clinical in tone and alienating in execution. The brand needed a campaign that would go beyond product specs and outcomes, and speak directly to the emotional realities of those affected.
The brief was clear but ambitious: build a narrative that could restore dignity, agency, and intimacy to patients’ experiences. We were tasked with crafting a campaign that could show the technology without making it the hero—putting people, their routines, and their lived moments back at the center.
“What Matters Most, Is You” was the strategic and creative response. It shifted focus from machines to meaning—from treating symptoms to restoring life’s small, essential rituals: reading to your kids, lying close to someone, waking up rested enough to simply be yourself again.
What did I do?
I co-led the narrative development for What Matters Most, Is You, a global campaign built around the real stories of three individuals living with sleep and respiratory conditions. Working alongside our ECD, I shaped each story to reflect both personal truth and brand messaging—balancing emotional resonance with medical and regulatory parameters.
I developed the creative across three core channels: a central campaign HUB website, a social content series tailored for global and local platforms, and a U.S. small business outreach program targeting providers. My role spanned scripting, story structuring, and ensuring all assets worked together to convey a consistent, human-first message across every touchpoint.
What was the outcome
The campaign reframed Philips Sleep & Respiratory Care as a brand centered on people, not just products. It drove strong engagement globally, with over 3M+ video views, high dwell time on the HUB, and above-industry social performance.
It was adopted across key markets as a global brand platform, praised internally for its clarity and externally for its empathy. In the U.S., the small business outreach helped deepen relationships with providers—proving that real stories can move both hearts and markets.