HIGHLIGHTS
A fashion-leaning concept built for a pitch that demanded heat, honesty, and swagger — and helped lock in a multimillion-dollar win at SSW.
CONCEPT
Rule Your Cool was one of two mock campaigns I co-created with my art-director partner for the SSW pitch. We built an editorial, high-gloss world where menopause wasn’t minimized. It was stylized, shot, and spoken about like the cultural force it is.
BRIEF
A menopause drug needed a mock concept that made the room sit up. The ask was simple: bring heat, bite, and cultural clarity — without leaning on tired pharmaceutical language. Rule Your Cool was our fashion-forward way in.
CHALLENGE
Talking about vasomotor symptoms (night sweats + hot flashes) without slipping into clinical wallpaper. The category was too stifF, too safe, too redundent. We needed an attitude that could go toe-to-toe with the chaos of the condition — but still feel modern, stylish, and smart.
IDEA
Treat menopause like a fashion moment — not a medical apology. “Rule Your Cool” recast symptoms as a visual language: bold, graphic, editorial, intentionally over-the-top. The point wasn’t subtlety. It was permission. Women deserved work that felt loud, stylish, and iconically theirs.
WORK
A mock campaign built like a fashion editorial: sharp monochrome styling, punchy lines, ice-cold contradictions, and attitude-first design. Everything was crafted to feel like it belonged in Vogue, Dazed, or the front row — not a waiting room.
RESULTS
The concept helped tighten the pitch narrative and gave SSW a cultural lead story. Rule Your Cool became one of the anchor directions that contributed to the overall win — and positioned the team to pursue a more confident voice for a first-of-its-kind menopause treatment.
TAKEAWAY
When a topic has been quiet for too long, the work can’t whisper. The strongest ideas don’t apologize for emotion — they weaponize it with style.