THE MIX

Concept + art direction

“Girls talk, guys don't.”

This single comment – from a teenage boy during a workshop at his school, sparked the idea for this whole campaign.

To show how toxic male stereotypes stop young men from talking about their issues, we tricked people into thinking they were seeing a young woman through tight camera crops and a female voice to narrate their feelings. We only reveal it’s a teenage boy at the exact moment they stop sharing how they feel for fear of not being ‘manly’ enough.

The campaign ran across TVC, cinema, VOD and social. A huge thank you to Director Harry Hitchens and influencers Josiah Hyacinth and Spencer Elmer who’s openness to share their mental health struggles in their stories, made this a beautifully authentic piece of work.