'Train Your Calm'

Casting "Train Your Calm," a social media ad campaign for Pulsetto Fitness. This fall hero campaign challenges the normalized culture of burnout. In a world where "functioning through stress" has become the default, the company is reframing stress management as an act of self-leadership, not luxury. The campaign draws from the lived reality of the audience, overworked professionals, performance-driven achievers, and mindful wellness seekers, who are tired of trading mental health for productivity. Through a mix of irony, realism, and grounded empowerment, the company positions itself not as a luxury wellness device but as a non-negotiable tool for stress resilience.