Colourist Angela Cerasi graded this campaign for Queensland Health, giving the commercial a natural look. The Dear Mind campaign by Khemistry (then GrowthOps), reframed the mental health conversation by recruiting the most trusted spokesperson in the field: the inner voice. This was one of three commercials produced for the Queensland Government that spun engaging note-to-self narratives woven through with wellness prompts and strategies.
The advertising campaign was directed by Grant Marshall. The images were captured by DOP Tony Luu ACS.
The agency pitched the campaign in this way:
Life is busy, messy and sometimes overwhelming. Most of us don’t have time for our mental health, until it becomes a problem.
But while Australians are generally aware of the risks and impacts of mental illness, few of us think much about mental wellness. It’s a real thing. Investing in positive wellbeing can buffer us against risks to our mental health, creating enormous personal and social benefits.
To help reframe the mental health conversation and spur protective behaviours, we recruited the most trusted spokesperson in the field, the inner voice. Our Dear Mind creative platform spun engaging note-to-self narratives woven through with wellness prompts and strategies.
To see another TVC from the same campaign graded by colourist Angela Cerasi, check that out here.
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