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Mat Baxter’s New Venture TMRW Is Redefining Healthcare with the ‘Punk Healthcare’ Movement

TMRW, a new healthcare startup, is making waves in Australia by reimagining what wellness and healthcare can look like. The company is introducing a fresh approach, ditching traditional methods in favor of what it calls “punk healthcare”. With a focus on being radically human, rebellious, and powered by AI, TMRW is determined to break away from the sterile, impersonal world of conventional clinics and health brands. Their new campaign, created in collaboration with the creative agency Today The Brave, marks the start of this bold movement, showcasing real customers and their stories instead of relying on models.

At the heart of TMRW is a vision to bring healthcare back to its roots, focusing on people and their individual needs. The team behind TMRW includes Mark Britt, the former CEO of iflix, who co-founded the company, and Karima Asaad, an award-winning photographer and director, who brings a raw, honest visual approach to the brand as its Chief Creative Officer (CCO). Together, they are shaping a new era of healthcare where authenticity is at the forefront.

Unlike traditional healthcare brands that often portray an overly polished, perfect image, TMRW’s campaign uses real people to tell their stories. These individuals represent the company’s core values of trust, transparency, and transformation. It’s about creating a genuine connection with people rather than promoting an unattainable ideal of health. This approach is something that resonates deeply with the team, as they believe that healthcare brands should be built with people, not just for them.

TMRW is not just about offering better healthcare—it’s about creating a movement. By using AI to analyze over 1,700 biomarkers and integrating data from wearable devices, the platform provides personalized care recommendations in real-time. The goal is to make healthcare more accessible, affordable, and precise. Mark Britt, CEO of TMRW, has shared that he believes the current healthcare system is broken, and with TMRW, they aim to offer a solution that feels human again. “This is not just about better care; it’s about creating a movement that connects with people on a deeper level,” he says.

The campaign, which was driven by Today The Brave, moves away from the soft, pastel colors typically associated with wellness brands. Instead, it embraces a bold, layered aesthetic that is unapologetically human. Ethan Hsu, Head of Design at Today The Brave, explained that the goal was to “dismantle the soft, pastel-washed world of wellness and design something that feels alive.” From typography with teeth to vibrant colors and real photography, the campaign reflects the brand’s mission of making healthcare feel more like a living, breathing entity.

The AI-driven approach to healthcare that TMRW offers is not only more affordable than traditional healthcare but also more precise, providing real-time care that is tailored to each individual. TMRW’s platform is designed to scale, helping practitioners provide better care while improving the overall quality of health services.

As TMRW continues to expand, it is already seeing success with a private beta featuring influencers and business leaders across Asia. In the coming months, the platform will open up to a broader audience, ready to disrupt the healthcare industry even further.

TMRW is on a mission to make healthcare more transparent, inclusive, and deeply personal. With its fresh approach and disruptive mindset, it is ready to revolutionize how we think about health and wellness, creating a system that truly works for the people it serves.

Campaign Credits:

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 Britt
Chief Creative Officer & Co-Founder – Karima Asaad
Strategic Advisor & Co-Founder – Mat Baxter

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