Working On It
Client:
Project Unloaded
Year:
2025
Role:
Animator, Storyboard Artist, Video Editor
OVERVIEW
Project Unloaded partnered with us to launch a Gen Z–focused campaign addressing the intersection of mental health and gun access.
On a sprint timeline, we created a brand, messaging, and ad campaign to coincide with Mental Health Awareness Month. The resulting campaign integrated credible statistics, diverse voices, and a soft-sell message: guns make us less safe, especially when mental health is involved.
PROCESS
Using mental health as the entry point, the campaign reframed gun safety as an act of care: encouraging young people to look out for themselves and their friends by talking openly about mental health and recognizing that having a gun nearby can increase risk rather than reduce it. Designed to feel peer-led, nonjudgmental, and grounded in real data, the work focused on short-form, UGC-style content distributed across platforms where Gen Z already spends time, including Snapchat and YouTube, timed to launch during Mental Health Awareness Month.
CONCLUSION
Working On It has reached 1.7 million young people in urban, suburban and rural communities in Dallas, Pittsburgh, Philadelphia and Central Oregon. Young audiences watched campaign videos to completion more than 170,000 times.
Creative Concept | Brand Identity | Production/Editing | Casting/Sound |
|---|---|---|---|
Alexis Mahrus | Alexis Mahrus | Max Brimelow | Max Brimelow |
Denis Makhlin | Denis Makhlin |