ART DIRECTION
ILLUSTRATION
The Minds Foundation
Role /
Idea
Art Director
Illustrator
Agency /
Makani Creatives
Year /
2019
MY ROLE & OBJECTIVE:
Smiling depression describes when a person portrays happiness on the outside while in reality, they may be struggling inside. As a Senior Art Director, my role was to shed light on this issue by coming up with an idea, and execution plan.
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.
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