Beautiful, until you see the struggle

The global COVID-19 pandemic has forced many into isolation, leading to a significant rise in mental health challenges such as anxiety and depression. While people may appear outwardly "beautiful" and composed, their inner struggles often remain hidden. This campaign reveals the unseen emotional battles behind the façade of normalcy, shedding light on the disconnect between appearance and reality.

Through a minimalistic, direct approach, "Beautiful, Until You See the Struggle" brings attention to the importance of mental health awareness. It encourages people to open up about their experiences, fostering honest conversations and urging audiences to share their stories with friends and family. By highlighting the truth behind the "beautiful," the campaign empowers individuals to embrace vulnerability and take proactive steps toward mental well-being, particularly in the wake of COVID-19.

Photographer | Art director : Mitesh Addhate

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WON Graphis Silver Award under Print/ Healthcare at Advertising Annual 2021

WON Creativity International Awards 2020 - Bronze Award

WON VEGA Awards 2020 - Arcturus winner

WON Graphis Silver Award for Ad series at New Talent Annual 2021