Headway Purpose in Practice campaign

Webby Honoree

Talent casting

GTM assets


Video direction

Script review

Humans of New York meets therapists. Our series of docu-style films spotlight therapists and their stories as the heroes. Each provider’s practice is a reflection of their identity, and their best practice mirrors their best self. Their story. Their identity. Their best practice.


Through their story we tell Headway's story, moving away from a tech company to an advocate for therapists.


This is their purpose in practice.

Creative director: Travis Weihermueller
Senior copywriter: Alex Frank
Art direction and design: Maty Ikeda

Director: Tal Vez Productions
Cinematographer: Ben Whatley



Editor: Ivete Lucas



Production agency: 41West

280+ assets across channels

70M impressions first month