Madhappy MHAM 2023
OOH Campaign and Apparel Graphics
Something Special Studios
Role: Design Lead
An OOH campaign and capsule collection in honor of Mental Health Awareness Month.

Madhappy is more than a fashion brand. They aim to be an optimistic guide, cultivating community and sparking conversation around mental well-being. With May being Mental Health Awareness Month, Madhappy tapped our team to concept and design an OOH campaign and capsule collection that would cut through the noise and reflect the brand’s POV on mental health.

For this campaign, we embraced the concept of mental health as an ongoing and imperfect journey. We conceptualized key messaging through short, thought-provoking statements that were broken into incomplete compositions and paired with textured image treatments that used layers to highlight the beauty in process. These designs were applied to eighteen OOH placements throughout LA and eight apparel pieces. The final result was a campaign that prompted viewers to find beauty in the ongoing journey toward better mental health.

Team: Sam Jayne, Heena Chung, Cris Martinez, Yula Ye, Vivian Mak, Sally Simons, Michelle Wong, Jillian Hoey, Claire Bense, Lauren Preble, Liam Hill

Brooklyn, NY
For inquiries:
Follow: @jonathankatav
©2024 Jonathan Katav
All Right Reserved