TMRW launches ‘punk healthcare’ movement in bold new campaign via Today the Brave

A bold new player has emerged to shake up Australia’s wellness sector: TMRW, a startup redefining what healthcare can look and feel like, has launched with a disruptive brand campaign, created in collaboration with Sydney creative agency Today The Brave, featuring its real customers — not models — as the face of the brand.

Led by former iflix CEO Mark Britt, the company dubs itself a pioneer of a new category: punk healthcare — a radically human, rebellious and AI-powered approach to wellness that breaks with the sterile conventions of traditional clinics and health brands.

The launch campaign formally introduces Karima Asaad as Chief Creative Officer and founding team member. Known for her unfiltered, documentary-style work, the award-winning photographer and director brings a unique visual lens to TMRW’s identity. In her first CCO role, Asaad is shaping the brand’s aesthetic to reflect the raw honesty of its community.

Rejecting stock imagery and corporate polish, the campaign is driven by the belief that healthcare brands should be built with people, not just for them. Real customers share their stories and faces across the campaign, embodying the trust, transparency and transformation TMRW aims to deliver.

The campaign also marks the involvement of industry heavyweight Mat Baxter — former global CEO of Initiative and well-known marketing leader — as a founding team member and strategic advisor.

Says Britt: “Healthcare is broken for too many people — too expensive, too impersonal, too out of reach. With TMRW, we’re not just offering better care; we’re creating a movement that feels human again. This campaign is a stake in the ground for what healthcare should be: transparent, inclusive, and deeply personal.”

Says Today The Brave Head of Design, Ethan Hsu: “TMRW came to us with one ambition: make us scared. Together, we set out to dismantle the soft, pastel-washed world of wellness to design something that actually feels alive. No more artificial perfection, no more influencers doing breathwork on beige sofas. We designed a brand and experience that’s bold, layered, and unapologetically human: editorial typography with teeth, vibrant colour, rich textures, and photography that captures real people actually living – not just floating through some algorithm-approved version of health.

“From visual identity to digital experience, to unboxing moments – every touchpoint is crafted with intent and edge. This is health that’s more runway than waiting room – and bravery built in at the heart.”

Driven by a world-class founding team, TMRW uses AI to analyse over 1,700 biomarkers, integrate wearable data, and deliver dynamic care protocols in real time — all at a fraction of the cost of traditional functional medicine. The company’s clinical model is designed to scale, augmenting the capacity of practitioners while improving the precision of care.

Creative Agency: Today The Brave
Founding Partner – Jaimes Leggett
Creative Partner – Jade Manning
Creative Partner – Vince Osmond
Head of Design – Ethan Hsu
Client Services Director – Cosmo Haskard
Head of Strategy – Alyce Gillis
Creative Operations Manager – Kate Gregson

TMRW
CEO & Co-Founder – Mark Brit
Chief Creative Officer & Co-Founder – Karima Asaad
Strategic Advisor & Co-Founder – Mat Baxter

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