I concepted and led HYSTERICAL WOMEN, a culture-first comedic campaign for NEXPLANON that reclaimed the word “hysterical” to push back against growing stigma around birth control.

Inspired by the dramatic heroines of women’s favorite romantasy novels, we placed fantasy-coded leading ladies in modern-day situations to create absurd, shareable moments that turned frustration into laughter.

By using comedy to reframe a conversation often driven by fear, the campaign helped women feel more empowered and hopeful about reproductive health. Results included 300K+ first-week impressions, performance 18x above benchmark, with 80% of surveyed audiences saying the work gave them new hope in women’s health.