The intersection of classical art and mental health treatment took an innovative turn when a leading residential treatment center partnered with advertising agency Bakery to create the groundbreaking “Every Bite a Battle” campaign. What began as a marketing initiative for Timberline Knolls transformed into a powerful statement about recovery, strength, and healing.
Origins and Development
Located in suburban Chicago, the treatment facility has been providing specialized care for women and adolescent girls since 2006. After its acquisition by Acadia Healthcare in 2012, Timberline Knolls continued to expand its innovative approaches to treating eating disorders, trauma, and mental health challenges.
The campaign’s genesis came from a desire to move beyond traditional clinical messaging. Rodrigo Rothschild, creative director at Bakery, explains that his perspective on eating disorders underwent a complete transformation while working on this project. The team’s research led them to focus on celebrating strength rather than highlighting struggle.
A Unique Casting Process
The treatment program took an authentic approach by featuring actual alumni in the campaign. Through Zoom casting calls, three remarkable women were selected: Shannon Hostetter, Threasa Kluever, and Heather Seiler. Each brought their personal recovery story to the project, adding layers of authenticity that resonated deeply with the treatment community.
The Journey to Milan
The decision to shoot in Milan wasn’t just logistical. As media coverage revealed, the city’s dual identity as both a Renaissance art center and modern fashion capital made it the perfect location for this revolutionary project. Acclaimed photographer Szilveszter Makó, known for his work with Vogue and Vanity Fair, brought his expertise to the ambitious undertaking.
Creating the Masterpieces
The production involved creating elaborate sets specifically designed for the campaign. Each 15-foot by 20-foot portrait incorporated symbolic elements from everyday life – gummy bears, french fries, and sandwiches – transformed into epic battle scenes reminiscent of classical paintings.
Mark Palmenter, chief marketing officer of Acadia Healthcare, emphasizes how the initiative aimed to balance personal authenticity with clinical expertise. This approach mirrors Timberline Knolls’ overall treatment philosophy, which combines evidence-based therapies with personal connection and understanding.
Impact and Reception
The campaign’s impact exceeded expectations. During a presentation to approximately 40 alumni, emotions ran high as former patients saw their experiences reflected in these monumental works. One participant noted that viewing the portraits represented the final step in their recovery journey.
Today, these impressive artworks hang permanently at the treatment center, serving as daily inspiration for current residents and staff. Their presence reinforces the facility’s commitment to innovative treatment approaches and patient empowerment.
Looking Forward
The success of this creative endeavor has set a new standard for mental health marketing and awareness campaigns. By reimagining recovery through the lens of classical art, Timberline Knolls has created a powerful new vocabulary for discussing mental health treatment.
The campaign’s impact continues to resonate throughout the mental health community, demonstrating how creative approaches can transform the conversation around treatment and recovery. Through this artistic innovation, the facility reinforces its position as a leader in mental health care while providing hope and inspiration to those currently on their recovery journey.
As Timberline Knolls continues to evolve and grow, this campaign stands as a testament to their commitment to breaking new ground in both treatment and awareness. The marriage of classical artistry with modern recovery stories has created a lasting impact that extends far beyond the facility’s peaceful 43-acre campus in Lemont, Illinois.
