Well, well, wellness
Wellness is everywhere now, in our tech, in our daily lives, in our household brands. Tim Cumming looks at its strange history and evolution – from a niche hippyscape to a multi-billion dollar industry – and talks to a range of brands and creatives about selling wellness in the 2020s
Why personal wellness can be infectious
Understanding your own mental and physical wellbeing can put you in a position to be understanding of and helpful to those whom you work with, says Lou Allen, MD at Factory and SIREN. Here, she outlines her journey from depression to positivity and how it impacted on her work and life.
The Way I See It: Tony Burke
Tony Burke is a filmmaker, author, advertising creative and recovering alcoholic. In this extended TWISI, he talks frankly about his descent into alcoholism and how family, friendship and an unusual brush with faith helped him get sober, write his debut novel, and write and direct the acclaimed 2025 feature film, PROTEIN.
Trend watch 2026: Wellness-first creativity
Trin Basra, Executive Creative Director EMEA at Sparks, reflects on how brands can tap into consumers' new appreciation of wellness – it's increasingly not just about health, but more a sense of belonging and humanity in a turbulent uncertain world.
The evolving aesthetics of wellness culture
Once seen as niche and alternative, wellness products are now trendy, affordable, and woven into everyday life for people battling burnout. Tim Donald, Creative Director at functional drinks brand Sneak, explains how brands are reshaping their design and marketing to feel more mainstream and accessible.
Why guilt-driven January messaging is backfiring
George Bacon, Founder of GBM Group, looks into consumers’ – and even over-consumers’– increasing rejection of seasonal shame-based marketing, and suggests other ways wellness brands can cut through.
CARAZ: A Few Of My Favourite Things
BURN Studio director CARAZ kicks off 2026 with a look at the practices, not objects, that fuel her creativity.
Well-being: The missing department on the call sheet
We perfect what appears on screen, but the true success of a production depends on something unseen – the emotional health of a team behind it. Becky Morrison, CEO and Founder of The Light, believes that the industry’s next creative leap won’t come from better tools, but from better care for those using them.