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MY HEALTH
(overview)
A stylised PSA-style campaign developed to make everyday workplace stress feel visible, shared and emotionally tangible. The project translated internal pressure into a surreal but recognisable public-facing narrative, helping reframe mental wellbeing as an everyday human issue rather than a purely reactive or private one.
(info)
The Challenge
The Challenge
The brief was to address growing mental health pressures in the workplace through a public-facing campaign, encouraging people to recognise and manage everyday stress before it became overwhelming. The communication needed to feel accessible and emotionally resonant without becoming generic or overly didactic.
The brief was to address growing mental health pressures in the workplace through a public-facing campaign, encouraging people to recognise and manage everyday stress before it became overwhelming. The communication needed to feel accessible and emotionally resonant without becoming generic or overly didactic.
Strategic Approach
Strategic Approach
Developed a concept that externalised internal pressure, turning invisible stress into a shared visual experience. Rather than frame wellbeing as a final-stage intervention, the narrative positioned it as a continuous and holistic practice shaped by ordinary daily pressures, habits and human moments.
Developed a concept that externalised internal pressure, turning invisible stress into a shared visual experience. Rather than frame wellbeing as a final-stage intervention, the narrative positioned it as a continuous and holistic practice shaped by ordinary daily pressures, habits and human moments.
Creative Expression
Creative Expression
The creative solution used stylised animated storytelling to transform recognisable triggers — alarms, messages, repetitive work patterns and ambient pressure — into a surreal descending world shaped by stress itself. This allowed the campaign to make the experience emotionally legible while remaining accessible to a broad public audience.
The creative solution used stylised animated storytelling to transform recognisable triggers — alarms, messages, repetitive work patterns and ambient pressure — into a surreal descending world shaped by stress itself. This allowed the campaign to make the experience emotionally legible while remaining accessible to a broad public audience.
Impact
Impact
The result was an accessible and emotionally resonant PSA that reframed mental wellbeing as part of everyday life, encouraging reflection and supporting a more open, proactive understanding of workplace mental health. Within the wider body of work, it demonstrates my interest in cause-adjacent storytelling and my ability to compress emotional complexity into a simple, memorable campaign device.
The result was an accessible and emotionally resonant PSA that reframed mental wellbeing as part of everyday life, encouraging reflection and supporting a more open, proactive understanding of workplace mental health. Within the wider body of work, it demonstrates my interest in cause-adjacent storytelling and my ability to compress emotional complexity into a simple, memorable campaign device.
CATEGORY
CATEGORY
Campaign Creative
Campaign Creative
ROLE
ROLE
Creative Director, Writer, Co-Director
Creative Director, Writer, Co-Director
Credits
Credits
Credits
Client:
Client:
National Utility Company
Agency:
Agency:
MGM
Creative Director:
Creative Director:
Aaron Bensaude
Writer:
Writer:
Aaron Bensaude
Director:
Director:
Aaron Bensaude, Alex Joseph
Producer:
Producer:
Nikol Grigorova
DP:
DP:
Production Designer:
Production Designer:
Costume Designer:
Costume Designer:
Editor:
Editor:
Composer:
Composer:
Sound Designer:
Sound Designer:
Ruth Rainey
VFX Supervisor:
VFX Supervisor:
Cast:
Cast:
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