ABd creates a “health club for the head.”

Head First is a recent agency effort that brands “lite therapy” services in a social club like setting. The primary target is working mothers who, research has shown, feel challenged by the twin demands of raising a family and their careers. One-part social club, one-part group therapy, Head First is the first establishment of its kind to provide clinical grade counseling in a relaxed and informal club like setting. Work from the recent campaign is depicted below.


The archetype of the Uber Mom or Parent is a myth. Head First offers a catered social setting where both parents can share their experiences. The support group has crawled out of the community center.”

Lukas Franklin, M.A