Purpose-driven storytelling
We were faced with the challenge of connecting with youth about mental health.
Black Box Productions thrives on purpose-driven storytelling, and this was a story that needed to be told.
Mental health challenges among young people are more pressing than ever, yet access to support remains a major hurdle. Many struggle silently, unsure of where to turn, or feel that their problems aren’t “big enough” to warrant seeking help.
One Stop Talk, an Ontario-based mental health service, is designed to change that. Offering free, confidential, and immediate support from registered therapists, it provides young people with a first step toward better mental health—wherever they are and whenever they need it.
When Co-Effect, an agency specializing in social impact storytelling, approached Black Box Productions to craft a compelling narrative, we saw an opportunity to make a real difference.
A perfect fit for Black Box’s core strengths: Strategy, Creativity, and Craft
“This campaign was an opportunity to flex what we do best: strategy, creativity, and craft all working together to tell a meaningful story.” — Josh Usheroff, Producer at Black Box Productions
These values were infused throughout the campaign’s development.
Strategy
We believe that intentional, strategic planning is the key to achieving meaningful outcomes. For One Stop Talk, we took the time to understand the target audience and the challenges they faced. By gathering insights from actual One Stop Talk therapists, we gained a deeper understanding of the struggles their callers experience. This allowed us to craft scenarios and shape messaging that felt authentic, emotionally resonant, and accessible for viewers aged 12 to 18.
Creativity
Next, we developed a creative approach that aligned with the strategic objectives of this campaign. The storytelling was designed to capture real struggles in an artistic yet relatable way, using visual and audio elements to create intimate, immersive moments. By juxtaposing the external world with the internal self-talk of young people, we provided a window into their unspoken thoughts and emotions. This contrast between their outward experiences and inner struggles allowed us to highlight the complexities of mental health in a way that felt authentic, thoughtful, and connected with its intended audience.
Craft
For this campaign, visuals and production quality were essential. Every detail, from cinematography to art direction, was carefully considered to create a look that felt both cinematic and personal. In the following sections, we’ll take a closer look at the creative process behind it.
Bringing Inner Struggles to the Screen: The Creative Approach
The central idea behind the campaign was to depict the quiet, internal challenges many young people face, feelings that aren’t always voiced but are deeply felt.
The campaign uses internal monologues, allowing the audience to step inside the minds of the characters. This approach wasn’t just a creative choice; it also aligned thematically with feelings of isolation and the desire to reach out for support. Additionally, it made the campaign more adaptable, enabling seamless bilingual versions in English and French without requiring separate filming for each language.
Each vignette focuses on a single character, reinforcing a sense of introspection and emotional weight:
- A student staring at a test paper, anxiety building as the weight of expectations looms over them.
- A teen in gym class, sitting alone on the bench while the game plays on around him, feeling disconnected despite the noise and energy.
- A young girl experiencing the heartache of a breakup.
- A LGBTQ+ youth dreading school, fearing judgment and bullying from their peers.
Each scenario was intentionally crafted to be relatable, focusing on everyday emotional experiences rather than extreme situations. The goal was to capture what young people feel but might not always express, emphasizing how mental health challenges often start internally before being spoken aloud. Careful consideration was given to diverse representation, ensuring that the stories reflect both common concerns and the experiences of underserved demographics. By thoughtfully selecting the target audience and narratives, we aimed to create a meaningful and inclusive portrayal of mental health struggles.
“We wanted to create something that was sensitive and impactful, without being overly dramatic. It was about getting into the minds of young people and showing that their struggles are real, valid, and worth addressing.” — Ben Goloff, Creative Director, Black Box Productions
Visualizing Mental Health: Art Direction, Cinematography, & Emotional Performances
Crafting a Visually Compelling Campaign
Creating a visually compelling campaign for a subject as introspective as mental health required careful consideration of camera work, lighting, and art direction. But more than that, it was about building a believable world, one that felt immersive and emotionally real. Ensuring that all the pieces were in place to tell an authentic story was central to the process.
A lot of thought went into details that viewers may never consciously notice, but these elements contribute to a deeper emotional resonance. Everything was done with intention. For example, when designing the teenager’s bedroom, we didn’t just decorate; we crafted a backstory. The character, an LGBTQ+ teen, was imagined as someone with a love for birds, so bird imagery was subtly incorporated throughout their space. While the audience might not immediately recognize this narrative, it creates an environment that feels lived-in and true to the character’s identity.
Beyond these storytelling elements, we also integrated One Stop Talk’s branding into the art direction. While brand identity was important, it was always secondary to the emotional integrity of the campaign. The use of brand colors was woven in subtly: purple pinnies in the gym, orange pillows, a purple hair extension, wardrobe accents, and even printing custom posters, reinforcing cohesion without feeling forced. Every design choice, from the objects on the walls to the way colors interacted on screen, was made deliberately, ensuring that nothing felt arbitrary.
Camera Selection & the "In Your Head" Effect
To achieve a cinematic yet intimate feel, we chose the Arri Alexa 35. Its large sensor provided a wider field of view and a shallow depth of field, allowing the camera to get physically closer to the characters. With 17 stops of dynamic range and exceptional color science, it gave us unparalleled control over the final image, ensuring a visually rich and emotionally engaging look.
To further immerse viewers in the internal experiences of the characters, we used the Lensbaby Composer Pro II with Sweet 35. This specialty lens creates a soft, dreamy blur around the edges of the frame while keeping the subject in sharp focus, mimicking the sensation of being lost in thought or emotionally adrift. This effect was strategically applied throughout the vignettes to visually represent the overwhelming nature of anxious thoughts, pulling the audience deeper into the characters' mental state.
Emotional Performances & Representation
The success of the campaign hinged on the authenticity of its performances. Our casting process was highly intentional, not just in selecting talented young actors but in ensuring that the stories reflected a diverse cross-section of youth. We wanted the characters to feel real, representing both common struggles and the experiences of underserved demographics.
By casting a diverse range of boys and girls, from early teens to older adolescents, we reinforced the universality of mental health experiences. In particular, we made a deliberate effort to represent young Black males, as they are statistically less likely to seek mental health support. This decision aligned with our broader goal of expanding representation and normalizing conversations around mental health for those who may not traditionally see themselves reflected in such campaigns.
The performances in this campaign were truly remarkable. Working with young actors, we were amazed at how convincingly they brought the characters to life. At Black Box Productions, we have years of experience working with a wide range of talent, whether it’s with toys for commercials or guiding actors through emotionally intense moments like breakups or bullying. The young talent we worked with showed an impressive emotional range, eliciting feelings that were both genuine and powerful. Their ability to tap into such depth and sincerity helped bring the campaign’s message to life, making it feel both authentic and deeply relatable to its audience.
Previsualization: AI as a Creative Tool
One of the most innovative aspects of this campaign was our use of AI-powered previsualization to shape the creative direction before filming even began. Traditionally, animatics or storyboards have been used in large-scale productions to plan complex shots, but we took this a step further by integrating AI as a dynamic creative tool. Instead of relying solely on static illustrations, we used AI-generated imagery to iterate on framing, composition, and shot selection with greater flexibility. This allowed us to experiment and refine ideas in real-time, ensuring that every visual element aligned with the campaign’s emotional tone.
AI played an even bigger role beyond just visuals. We also used AI-generated voiceovers to test different script variations, adjusting pacing and dialogue delivery before recording with actors. This added layer of previsualization helped us fine-tune not just what the audience would see but how they would experience the message. By combining AI-generated imagery with AI-driven voiceovers, we could pre-edit sequences to see how they flowed, making adjustments early in the process rather than in post.
This approach wasn’t just about efficiency; it fundamentally changed how we collaborated. With these previews, we could present stakeholders: whether the agency, client, or even the talent, with a near-final vision of the campaign before production began. This level of clarity helped align creative expectations, reducing ambiguity and ensuring that everyone was on the same page. On set, the previsualization served as a precise blueprint, streamlining shot execution and making production smoother. The result was not only a more efficient shoot but a final product that closely matched our creative intent, all while allowing room for organic moments and real performances to shine.
