In the lead-up to Mental Health Action Day, SHOWTIME/MTV Entertainment Studios and Active Minds collaborated to spread awareness of A.S.K. (Acknowledge, Support, Keep-in-Touch), a mental health framework designed to help youth become better supporters for their friends. To reach them where they are, we ideated and crafted two key experiences: an interactive YouTube video where viewers guided Charlie, a young person, through a conversation with a friend in need, and a central website offering in-depth information and activities related to the framework.

From kick-off work shops and collaborative ideation sessions to designing, building and launching the experiences I oversaw everything as the Senior Creative Director on the project. It was a demanding task, so we enlisted the help of another CD, Veronika Watson Kuc, who lead the charge on the website while I drove the video as well is keeping an eye over the project as a whole.