CALM: THIS IS NOT A DRILL

DISRUPTIVE CAMPAIGN SOUNDING AN ALARM TO SPOT SIGNS OF SUICIDE

The goal was to stop Gen Z doomscrolling and to smash the stigma around mental health. This social-first music video for suicide prevention charity CALM ran as a five-part mini-series on TikTok, Instagram and YouTube. It flipped the controversial ‘Drill’ music genre to raise awareness of mental health warning signs. Featuring a track by Drill pioneer Carns Hill, viewers were encouraged to recognize signs of distress in their friends and explore CALM's support tools.

Role: Creative Director