Talkspace was launching Chapters, a program built around mental health across women’s life stages. The advertising had to speak to women going through experiences that rarely get talked about out loud, starting with infertility and postpartum.

The easy version is one ad about women’s mental health. It’s also the version that reaches nobody, because a woman trying to get pregnant and a woman three weeks postpartum are not the same audience and do not need the same thing said to them.

So we built two chapters instead of one spot. Infertility and postpartum, each as its own 15s and 30s, plus a 60s cut that runs them as a single journey: trying, having the baby, the hard part after, and coming out the other side, with Talkspace there the whole way through.

The first-person VO does the work the category usually avoids. It names the hormonal and identity shifts nobody prepares you for. And the last beat came from Talkspace themselves, a note late in the edit asking for one more shot: the mom, by herself, looking happy, right after the floor scene and before the end card. One shot, and it’s the one that makes the whole thing land.