Twitter

Sometimes the best thing to say is nothing at all

Twitter moves fast. That’s part of what makes it great. But it can also be exhausting. The constant stream of takes, opinions, breaking news, arguments. For a lot of people, it started to feel like too much. Not because they didn’t love the platform. Because they needed a way to make it work for them.

The insight was about control. People weren’t asking to leave Twitter. They were asking for a breather. A way to filter out the noise without missing the things they cared about. Digital well-being had become a real concern, and Twitter had an opportunity to lead the conversation instead of being part of the problem.

I led the creative on ‘Not Right Now,’ a campaign built around Twitter’s muting features. The film showed relatable moments where users chose to mute content that wasn’t serving them. Not angry. Not dramatic. Just a quiet decision to take control. The tone was calm, almost peaceful. A reminder that you don’t have to engage with everything. Sometimes the healthiest thing you can do is say not right now.

25% increase in adoption of muting functions within the first month. Improved user sentiment around Twitter’s commitment to well-being. And conversations across tech and social media about what it means to be in control of your own feed. Twitter didn’t just give people a tool. It gave them permission to use it.