Monte Nido “Hidden” Eating Disorder
Awareness Campaign
The “Hidden” campaign was developed to confront a persistent truth about eating disorders: they are often misunderstood, minimized, or invisible to the outside world. While public perception tends to focus on stereotypes, many individuals struggling with eating disorders do not fit a single image, body type, or narrative. “Hidden” reframed the conversation by emphasizing what is not immediately visible—medical instability, psychological distress, co-occurring conditions, and the internal battles that often go unnoticed by family, friends, and even healthcare providers.
The campaign spanned digital, paid media, landing pages, and referral-focused materials, combining powerful visual storytelling with clinically grounded messaging. Creative assets challenged assumptions and invited earlier intervention. The initiative strengthened brand differentiation for Monte Nido, deepened engagement among providers and families, and reinforced Monte Nido’s position as a leader in comprehensive, evidence-based care. By centering the message on visibility, validation, and early action, “Hidden” helped shift the narrative from stereotype to substance—aligning brand voice with clinical reality.
Press
- Adage
- National Alliance for Eating Disorders
- DesignRush
- Ads of the World
- Little Black Book
Role // VP, Marketing
Credits
Client: Monte Nido
Chief Executive Officer: Cassie McLean, MPA
Chief Clinical Officer: Melissa Spann, PhD, MBA, CEDS-C
Chief Medical Officer: Molly Perlman, MD, MPH, CEDS-C
Chief Marketing Officer: Anthony Modano
Head of Marketing Operations: Nicole Bazzinotti
Brand Strategy: Lanna Tokuhiro
Director of Marketing & Communications: Katrine Strickland
Agency: Arnold Worldwide
Chief Creative Officer: Sean McBride
Chief Client Officer: Val Bettini
Associate Creative Director: Diana Friedman
Copywriter: Aubrey Estes
SVP, Head of Production: Paul Shannon
Producer: Kara Canole
Senior Marketing Manager: Erica Gagnon
Senior Project Manager: Emma Mester
Strategy Director: Lucia Corso
SVP, Head of Business Affairs: Lisa Belden
Director of Business Affairs: Elyssa Ahern
Business Affairs Associate: Leo Do
Production Company: Objects and Animal
Haya Waseem - Director (Object & Animal)
Christopher Lew - Director of Photography
Justin Benoliel- Executive Producer (Object & Animal)
Emi Stewart - Executive Producer(Object & Animal)
Liam Benstead - Bid Producer (Object & Animal)
Production Service Company: Animals
Dan Montgomery - Producer
Candice Napoleone - Coordinator
Keith Giesbrecht - Assistant Director
Rob Day - Head of Production
Peter Widdrington - Talent Coordinator
Post: Cabin
Editor - Dylan Edwards
Assistant Editor - Dani Roth
Post Producer: Linden Carty
Executive Producer: Hope DuHaime
Head of Production: Lisa Barnable
Color - Gregory Reese (Royal Muster)
Music: Hifi Project
Max Khale: Composer
Jesse Marks: Sr. Audio Engineer
Jack Kaplan: Creative Project Manager
Chris Heidman: Creative Director
Jack Bradley: Executive Producer