Pukka / 2025
Making self-care less of a hassle
A self-care campaign that made doing less feel like the better choice.
Self-care was meant to make us feel better. Somewhere along the way it picked up ten-step routines, expensive gadgets, impossible habits and enough admin to become its own source of stress.
My role spanned concept development, film and script work, social concepts and execution oversight. We made the hassle the joke, following one woman through an increasingly unhinged wellness routine before a cup of herbal tea brings everything back down to earth.
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For Germany, I also worked on the transcreation. The idea became “Wellness ohne Wahnsinn”: wellness without the madness, with copy shaped to feel written for German audiences rather than translated into German.
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The same thought moved into social by exaggerating the rituals people are told they need, then offering the radically uncomplicated alternative: make a tea and take a breath.
Yes, it's this easy to just chill.