Unfollow Self:Hate

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.