ING Romania / Commercial / 2023
Unfollow Self Hate
More About This Project
ING Romania – Unfollow Self:Hate
Unfollow Self:Hate was a bold and meaningful campaign from ING Romania that tackled an issue far too often left unspoken: mental health . The concept focused on how many people quietly wage war against themselves, choosing self-criticism over self-compassion.
What made this project truly stand out was the decision of a major bank like ING to speak directly to its younger audience — not with financial jargon, but with empathy and relevance. That level of awareness and responsibility immediately caught my attention.
As a director, I was drawn in by the powerful message , but also by the visual ambition behind it. The creative team referenced the raw, stylized aesthetic of HBO’s Euphoria — giving us a bold, emotional visual language to explore.
It was an inspiring project to bring to life — one that combined strong creative potential with a message that truly matters. We knew from the start we could deliver something special, and I’m proud of the result.
Credits
Directed by Diego Ante
- Client
- ING Romania
- Creative Agency
- Jam Session Agency
- ProdCo
- Bread Content
- General Producer
- Iulia Dancilaa
- EP
- Alex Burlac
- Creative producer
- Mihai Cristescu
- PM
- Nechita Radu Ionutz
- DOP
- Radu Voinea
- 1st AD
- Andrei Enoiu
- Camera rental
- Cutare Film
- Making of
- Oana Andreea Olariu
- Costumes
- Veronica Nojac
- Art director
- Iulia Popescu
- Props master
- George Nistor
- MUA & Hair
- Sheherezada Kouchaki
- Editing
- Ana Lazarescu
- Music
- Mihai Ristea & Valeria Stoica
- Talent
- Diana Sar, Dima Ceban & Silviu Anton