AXA wanted to break the silence around mental health and turn a taboo into a conversation.
With Group Therapy, we co‑produced a 90‑minute documentary bringing together international stand-up comedians in a candid therapy session

to show that sharing struggles can be healing. I had the chance to take part in this initiative, which took years to bring to life,

building a whole ecosystem around a simple but powerful idea: Sharing is Therapeutic.

The campaign rethought how a brand can speak about mental health, turning humor and honesty into a shared cultural moment

that inspires people to open up and support one another.