Smiling depression refers to a state in which a person appears happy outwardly while silently struggling internally. To bring attention to this often-overlooked reality, we partnered with The Minds Foundation, an organization committed to fostering a shared and open approach to mental wellness. Together, we launched the Behind The Smile print campaign, visually exploring how a smile can mask deep emotional distress. The concept came to life through a collaboration with Alex Konahin, whose intricate illustration style and personal values closely aligned with the intent of the campaign.
The illustrations were entirely hand-drawn on A3 canvases using rotary ink pens, a deliberate choice that demanded patience, precision, and commitment, as the process allowed no room for correction. This meticulous approach reinforced the emotional weight of the subject matter. The artwork was showcased across print advertisements, social media, and public spaces to spark conversations, raise awareness, and encourage individuals to seek the right kind of help.
The campaign achieved significant impact, reaching over two million people across digital platforms. In the weeks following the launch, visits to The Minds Foundation’s mental health resource page increased by 20%, indicating a rise in help-seeking behavior. Social media engagement also grew substantially, with a 40% increase in likes, shares, and comments during the campaign period. The work received widespread recognition and was featured in leading design and mental health publications, including Lürzer’s Archive for best art direction and illustration.
Behind the smile
Senior Art Director
Lead Designer
Makani Creatives
Creative Head
Sameer Makani
Creative Director/
Sachin Padave