Evie wanted to launch a campaign that makes mental health a topic of discussion. Not a light feel-good piece, but an honest portrayal of what hides behind the phrase “I’m fine.” Together, we developed “Alles goed” (“I’m fine”).

A long-take commercial in which you see how effortlessly someone keeps up a mask while everything inside is in turmoil. Without words, but all the clearer: things are not fine, and that’s okay to say.