STF Studio

The Good stf

SELF SPACE MENS MENTAL HEALTH CAMPAIGN

SCOPE

Self Space came to us needing a campaign that could get men talking about mental health without sounding like therapy marketing. The brief called for a huge rollout, taking Where's Your Head At? from concept through to a full scale real world activation across London.

We led the art direction and developed the concepts behind the campaign, then took it through production across every channel and format, handling the entire rollout.

SERVICES

Creative Direction
Visual Identity
OOH Print
Organic & Paid Social
Animation
Digital Banners / Web & Email
In-Store Advertising
Brand Collaboration Materials
Merchandise Design

PROBLEM

Traditional mental health messaging often misses men completely, feeling too clinical or too soft to land with an audience raised to push through rather than speak up. Self Space needed a tone and visual language that felt like banter rather than a lecture, without losing the seriousness of the subject underneath.

The campaign also needed to work everywhere men actually spend their time, from gyms and pie and mash shops through to social feeds and the street, meaning the identity had to hold up across a huge range of formats and partners.

SERVICES

We led the art direction for Where's Your Head At?, developing the concepts and visual language before taking the campaign into production across key visuals, web banners, email and organic and paid social. From there we built out animation and a full print run, including discussion cards, beer mats and stickers, alongside the wider brand collaboration materials needed for partners like M. Manze and BLOK Gym.

Beyond the core assets we handled the entire production rollout, from invites and OOH through to flyposting and in-store ads, right down to the screensavers used in partner spaces, supporting events that brought the Self Space community together with brands across London.

OUTCOME

The result was a huge scale campaign that took Self Space out of the studio and onto the street, putting men's mental health on the table in gyms, pie and mash shops and everywhere in between. Where's Your Head At? reached men through their own culture rather than around it, helped along by strong partnerships with the likes of M. Manze and BLOK, plus a number of other brands along the way.

The campaign gave Self Space a bold, culturally fluent way to talk about a serious subject, with one team behind every piece of it, from the first concept sketch through to the sticker on a beer mat.