ART DIRECTION
ILLUSTRATION
The Minds Foundation
Role /
Idea
Art Director
Illustrator
Agency /
Makani Creatives
Year /
2019
OBJECTIVE:
Smiling depression describes when a person portrays happiness on the outside while in reality, they may be struggling inside.
STRATEGIC APPROACH:
We partnered with our client-The Minds Foundation, whose vision has been to create a world that fosters a shared approach to mental wellness. We launched the 'Behind The Smile' print campaign, illustrating the concept of a smile concealing inner struggles. To achieve this, we partnered with Alex Konahin, an illustrator with an intricate style of work and whose values aligned with our vision.
DESIGN APPROACH:
We decided to make fully hand-drawn illustrations on A3 canvases using rotary ink pens. Knowing that there are no undo buttons, we invested a considerable amount of time and patience crafting these illustrations. This work was featured through print ads, social media and in public spaces to raise awareness and encourage people to seek right help.
MY ROLE:
As a Senior Art Director, my role was to shed light on this issue by coming up with an idea, and execution plan.
RESULTS:
Increased Awareness
Reached over 2 million people across digital platforms
Help-Seeking Behavior:
Saw a 20% spike in visits to The Minds Foundation’s mental health resource page in the weeks following the campaign launch
Social Media Engagement
Achieved a 40% increase in engagement (likes, shares, comments) across The Minds Foundation's social channels during the campaign period
Media Coverage:
Featured in leading design and mental health publications, including Lurzer’s archive for best art direction & illustration
Industry Recognition:
Nominated for and received multiple awards including D&AD merit, Abby’s & Kyoorius awards
RECOGNITION
D&AD
Shortlist : Poster / Illustration
ABBY'S
Bronze : Public Service / Print
Bronze : Poster / Illustration
KYOORIUS
In book Winner : Poster / Illustration
LURZER'S ARCHIVE
2019 August, Vol 4