Unfollow Self:Hate

This bold campaign addressed an important issue: Mental Health and how people are wasting themselves rather than loving themselves. Having a bank such as ING decide to speak up and address this issue, understanding their younger clients and lending a hand to help caught my attention.

We as a society are now more conscious of how this is a real issue and how working on it is imperative. So, first, the general idea trapped me, but then getting to know the visuals that the client and the creative team were expecting made it even more exciting. Having HBO's Euphoria as a reference showed me the visual language we were looking for.

It was a lovely project to direct. The brief had a lot of potential, and I knew we could deliver a fantastic spot to the client.