Twitter

Sometimes the best thing to say is nothing at all.

Twitter moves quickly. That immediacy is part of its value, but it can also become overwhelming. A constant stream of opinions, breaking news, and reactions can create fatigue, even among the most engaged users. The opportunity was not to slow the platform down, but to give people a greater sense of control.

The insight centered on digital well-being. People were not asking to leave Twitter. They were asking for a way to manage their experience. A way to step back without disconnecting entirely.

I led the creative for Not Right Now, a campaign focused on Twitter’s muting features. The work highlighted everyday moments where users chose to filter out what was not serving them. The tone was intentionally calm and understated. Not reactive, but deliberate. A reminder that engagement is a choice.

The campaign drove a 25% increase in adoption of muting features within the first month and contributed to improved sentiment around Twitter’s role in supporting user well-being.

More importantly, it reframed the relationship people had with the platform. Twitter did not just provide a tool. It gave users permission to define their own experience.