Mental health is often an invisible burden, affecting one in four people yet frequently hidden from those around them. To make that struggle visible, the campaign used the powerful image of a weightlifter carrying an unseen weight, highlighting that not every challenge can be measured by what we see. The result was a simple, thought-provoking campaign that encouraged greater awareness and empathy.
Credits:
Agency: THG Studios
ECD: Danielle Gaboury
Creative Director: Andy Roberts
Creative Lead: James Swann
Director & DOP: James Killeen
Photography: Ryan Edy
