In contexts such as health and well-being, shaping ideas that allow brands to truly help consumers may require actual compassion - not just the cookie-cutter empathy make-believe game advertisers wrap in their ordinary stories. So I started focusing on problems I knew from up close, to begin with. The case study down below has a special meaning for me. It presents a product that my younger self would have desperately needed in moments of extreme vulnerability.
KIBO is a biofeedback device that helps people understand and regulate their emotions as they arise, preventing the formation of heuristics that lead to maladaptive behaviors. My adult self combined insights from psychology and cognitive sciences to imagine it. It's not the easiest work for me to disclose and I cry every time I read it.
It's probably my younger self saying thanks.
