Sayako Minami
Senior Art Director, Designer
Tia2.gif

Tia

For too long, traditional healthcare has left women feeling gaslit, dismissed, and ultimately, not getting the help they need—but with no other options, we have been forced to accept it. Until Tia, started by a woman who knew her fellow ladies deserve better.

We brought the serious, at times even dangerous, reality of women’s healthcare to light with some absurdist humor to showcase the ridiculous treatment women have had to endure.

With Tia, finally, there’s healthcare that hears you.

 

Social Reels

Bite-sized absurdist situations

We created vertical short-form cutdowns from the hero :30, to run on various social media platforms and allow people to question why this kind of behavior has become normalized from medical professionals, when we would never accept it in any other everyday situation.

 

Outdoor Placements

Real patients with real stories

As companions to the videos, we created OOH units that ran across Brooklyn, Manhattan, and Los Angeles.
Every woman in the photography is a real-life Tia patient, who were willing to share their personal experiences of dealing with medical gaslighting before they came to Tia and finally received the care they need.

 

Case Study

Agency: SPCSHP
Creative Director: Kristen Kriisa
Senior Art Directors: Sayako Minami, Kelley O’Hare
Senior Copywriters: Megan Williamson, Kyle Kimball