The creative direction centered on empathy and visibility. Using portraiture and storytelling prompts, the campaign highlighted the emotional realities often left off the court. By elevating player voices and humanizing their experiences, the campaign reframed mental health as part of the larger conversation around strength, identity, and care.
This work became part of a larger global movement of athletes speaking openly about mental health. From the NBA to international sports, player advocacy has been central in breaking stigma and reshaping what strength looks like. Through design, we amplified that narrative, positioning the NBPA as a platform where vulnerability is seen as power and mental health is understood as inseparable from performance and identity.