"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.
A dedicated campaign landing page at montenido.com/hidden paired the film with a clear, low-friction path to reach out for help.
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
Director: Haya Waseem (Object & Animal) · Director of Photography: Christopher Lew · Executive Producer: Justin Benoliel (Object & Animal) · Executive Producer: Emi Stewart (Object & Animal) · Bid Producer: Liam Benstead (Object & Animal)
Production Service Company · Animals
Producer: Dan Montgomery · Coordinator: Candice Napoleone · Assistant Director: Keith Giesbrecht · Head of Production: Rob Day · Talent Coordinator: Peter Widdrington
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
Composer: Max Khale · Sr. Audio Engineer: Jesse Marks · Creative Project Manager: Jack Kaplan · Creative Director: Chris Heidman · Executive Producer: Jack Bradley