Cerebral - Simone
When Simone Biles partnered with Cerebral, the goal was to show that mental strength is just as important as physical performance. I co-directed and helped create a series of assets that showcased the balance between her athletic presence with a more personal look at the tools and support she used to rediscover her balance.
Role
Writer & C0-Director
Client
Cerebral Health
Year
2022
The Challenge
Simone Biles is known for her dominance as an athlete, but this campaign needed to go beyond performance. The challenge was to authentically connect her story to Cerebral’s mental health offering without feeling overly scripted or transactional.
This was also just a year after her tumultuous performance at the Olympics. With that in mind, the spots needed to be written in a delicate manner; finding a balance between empowering and relatable at the same time.
The Insight
Simone’s impact comes from her openness. By speaking honestly about mental health and the support systems behind her success, she brings credibility to a space that can often feel clinical or distant.
The Solution
We developed a set of assets that paired subtle, grounded moments of athleticism with a more personal look at Simone’s approach to mental health.
By focusing on both sides of her story, the work positioned Cerebral as a meaningful part of her routine, not just a brand partnership but a support system.