Former IPG Mediabrands and Mutinex executive Mat Baxter has found his next gig, joining AI-driven healthcare startup TMRW as a founding team member and strategic advisor. He steps into the business alongside co-founder and CEO Mark Britt, former CEO of iflix, and chief creative officer and founder team member Karima Asaad.
The news comes as TMRW launches its first brand campaign in partnership with creative agency Today The Brave. The campaign introduces the concept of ‘punk healthcare’, which is described as a radically human, rebellious, and AI-powered approach to wellness.
The initiative features real customers instead of models, aiming to reflect trust, transparency, and transformation. The campaign rejects stock imagery and corporate polish, focusing instead on real stories and faces of customers. TMRW’s approach uses AI to analyze over 1,700 biomarkers and integrate wearable data to deliver dynamic care protocols in real time. The company’s clinical model is designed to scale and improve the precision of care while reducing costs.
“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,” said Britt.
The campaign includes various elements such as visual identity, digital experience, and unboxing moments.
Today The Brave’s Head of Design, Ethan Hsu, said: “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.”
