This ad campaign was developed with a team of young audience members who shared their personal insight throughout the creative process.

Shot on 33mm, the film has a distinctly rustic feel that aids in the visceral nature of the production.

Shot on 33mm, the film has a distinctly rustic feel that aids in the visceral nature of the production.

"Cosmetics brand Maybelline New York has unveiled a powerful new campaign to mark World Mental Health Day (earlier this month). Empowering young people to take back control of their mental health, the striking film is a poignant reflection of social media's positive and negative effects on Gen Z, spotlighting a safe space to switch off from the online world.

"The campaign film 'Reconnect With You’ is part of Maybelline's Brave Together Initiative, normalizing mental health struggles while spotlighting an accessible online safe space in the form of youth charity, Ditch the Label.

"'Reconnect With You’ is an honest and unpretentious demystification of mental health matters. It's refreshing to see a brand like Maybelline spearheading such a powerful campaign with a balanced and candid approach to mental health – advocating for awareness and meaningful change in equal measure." - Natalie Fear

ARTICLE: Maybelline’s New Campaign is a Refreshing Take on Mental Health

WEBSITE: Brave Together

This ad campaign was developed with a team of young audience members who shared their personal insight throughout the creative process.

Blogging for democracy

When designers are their own client

“Every year, we spare a thought for Santa, making sure he’s well fed as he makes his magical journey across the world. But we forget there are millions of real people who will go hungry this Christmas.”

Stories help people understand that the futures we picture together can become the futures we build.