JAANUU: CEnter yourself campaign

CAMPAIGN CONCEPTING & COPY

As Content Director for medical apparel company Jaanuu, I oversaw the internal creative team’s content and copy lane including strategy, concepting, and execution from brand campaigns to product launches.

By Q4 of 2021, healthcare professionals were still exhausted and stressed post pandemic—putting everyone but themselves first. Looking at a heavy lineup of product launches for the quarter, my team was tasked with concepting a product-led campaign that not only emotionally met our consumers where they were at, but inspired them to prioritize themselves—for the sake of others.

The result was our “Center Yourself” campaign, which empowered our healthcare professionals to rediscover balance and prioritize self-care by centering themselves. Our wide range of product offerings—including scrubs, loungewear, outerwear, and socks—supported them from work to recovery, allowing their balance to come full circle. The copy broke the action of self-care into different “self” statements for each individual product launch, mobilizing our community to remember who they are at their core—and inspire recovery across the board.

I drove concepting and copy, and partnered on creative direction.

CAMPAIGN CONCEPT SLIDES

CAMPAIGN CONCEPT CREATIVE