Headspace
& John Legend

“SLEEP WITH JOHN LEGEND”

In 2022, Headspace partnered with the “King of Love” to help everyone get Valentine’s-ready. But instead of focus on relationships with others, Headspace wanted people to focus on the one with themselves.

The “Love Yourself Like A Legend” campaign and content was an opportunity to generate consumer and industry awareness and buzz for the brand, while encouraging members (current and potential) to focus on self love and compassion.

The partnership intended to make mindfulness and meditation relatable and approachable, while demonstrating various ways mindfulness can be applied to people's daily lives and healthy routines.

ACCOLADES:

Webby Award Winner 2023: Video, Health and Wellness: Headspace “Sleep with John Legend” SuperBowl Ad

Paid MEdia

Alongside organic content from John Legend’s social media accounts to tease the partnership, the paid media objective was to bring awareness to the new content and compel new users to sign up and listen to it in the Headspace app. By leveraging the appeal of John Legend to help communicate the product benefits, Headspace was able to reach a wider audience.

alt ideas for landing page

Initially, I wanted to create an interactive web experience to promote Headspace’s partnership with John Legend. In the below sketch, I demonstrate a concept where the user rolls over different areas of an image to hear the different layers of sound related to the in-app audio experience being promoted.

In pursuing alternate ways to make a similar concept work in the scope of our resources, and to potentially be more mobile-friendly, I mocked up the below landing page idea, where the interactive elements could function as a carousel, while educating users about the app experience. Due to time and budget, this concept was not pursued.