Natural Cycles brought me in through a recruiter to develop campaign concepts for their US market expansion. The assignment: create visual concepts that communicate their brand's scientific credibility while remaining approachable to a new audience. I started by researching the brand and its tone of voice, as well as looking at previous top-performing ads for inspiration. From there, I created a mood board to guide the visual direction and ensure everything stayed aligned with Natural Cycles' style. Based on that, I developed a few sample concepts—both a static image and a version with subtle motion, designed for use across their social channels.