Kirsten Lepore Gets Weird for Finch’s ‘Whatever It Takes to Get Through the Day’

Why It Matters

The campaign signals a shift toward authentic, off‑beat storytelling in wellness advertising, helping Finch differentiate in a crowded mental‑health market and deepen user engagement.

Key Takeaways

• Finch launches first animated ad campaign featuring a quirky 3DCG short
• Oscar-nominated director Kirsten Lepore brings offbeat humor to wellness branding
• Campaign highlights everyday oddities, aiming for authentic user connection
• Finch’s 2‑million users see the bird pet as mood tracker and planner

Pulse Analysis

Finch’s entry into animated advertising reflects a broader industry trend where mental‑health and wellness brands are moving away from glossy perfection toward relatable, human‑centric narratives. By partnering with acclaimed director Kirsten Lepore, known for her work on "Marcel the Shell with Shoes On" and "I Am Groot," Finch leverages cinematic credibility to elevate its messaging. The short’s blend of 3D CGI and minimalist character design creates a warm visual language that aligns with the app’s existing 2D aesthetic while adding tactile depth, making the brand feel both fresh and familiar to its user base.

The campaign’s core strategy hinges on embracing the “weird” moments people experience daily—whether it’s breathing in a cat’s fur or scrolling real‑estate listings on the toilet. This honest portrayal resonates with a generation that values transparency over aspirational hype, positioning Finch as a supportive companion rather than a polished lifestyle accessory. By embedding humor and unconventional rituals, the ad taps into the emotional truth that wellness is messy, thereby fostering stronger brand affinity and encouraging word‑of‑mouth sharing across social platforms.

From a business perspective, the animated short serves as a multi‑channel asset, available on YouTube, social feeds, and connected TV services like Roku. This distribution model maximizes reach while allowing Finch to collect performance data across mediums, informing future creative iterations. Moreover, the campaign’s success could set a precedent for other self‑care apps, prompting a wave of similarly authentic, story‑driven marketing efforts that prioritize user relatability over idealized imagery.