To mark Canada’s recent Mental Health Week, The Centre for Addiction and Mental Health (CAMH) launched a campaign, conceived by agency Zulu Alpha Kilo, to rally Canadians around its new brand platform and tagline, “Mental Health is Health.”
This TV spot is part of the campaign which highlights not only the devastating impact of mental illness, but the disparity in the way that people with mental illness are treated compared to those with a physical illness. “We must not stand silent when the human, the civil and the health care rights of people with mental illness are not recognized and respected,” said CAMH President and CEO Dr. Catherine Zahn.
Directed by Caitlin Cronenberg from Untitled Films in Toronto, the broadcast :30 titled “Oxygen” shows a woman who’s seemingly in a hospital bed speaking about her illness. Gradually, though, it’s revealed that she’s not in the hospital receiving treatment but rather at home alone dealing with her mental illness.
REGISTRATION REQUIRED to access this page.
Already registered?
LOGIN
Don't have an account?
REGISTER
Registration is FREE and FAST for UNLIMITED ACCESS to all SHOOT pages using either your email or social login (LinkedIn, Facebook, Google or X)
The limited access duration has come to an end. (Access was allowed until: 2018-05-26)
Credits
Client The Centre for Addiction and Mental Health (CAMH) Agency Zulu Alpha Kilo, Toronto Zak Mroueh, chief creative officer; Catherine Allen, creative director/art director; Ryan Booth, Marcelo Mariano, Jack Curtis, designers; Manali Kulkarni, art director; Dylan Verwey, writer; Jac Benoit, Teresa Bayley, Ola Stodulska, Nadaa Baqui, producers; Tim Hopkins, Sean Bell, Heidi Philip, strategy team. Production Untitled Films, Toronto Caitlin Cronenberg, director; Lexy Kavluk, exec producer; Jennifer Walker, line producer; Kris Bonnel, DP. Casting Ground Glass Media Andrew Deiters, casting director. Editorial Zulobot Marissa Bergougnou, editor. Postproduction The Vanity Stephanie Pennington, exec producer; Hannah Bird, post producer; Michael Medeiros, compositor; Andrew Exworth, colorist. Audio Post/Music Cylinder Sound Brad Nelson, audio/music director; Joshua Mancuso, engineer.
Olivia Wilde directed a trio of “Mac to School” spots for Apple and agency TBWA\Media Arts Lab, Los Angeles, including this “Pointed” film in which a student laid out in his dorm room upper bunk bemoans the seemingly overwhelming task before him--having to make sense of voluminous biochemistry class notes and somehow distilling them down to their essence.
However, a fellow student working from his lower bunk roost is able to do just that with relative ease, deploying Summarize in Writing Tools, powered by Apple Intelligence, on his MacBook Air. Key points from extensive class notes become readily accessible.
Wilde, who's directed such features as Booksmart and Don't Worry Darling, helmed the Apple campaign via production house Anonymous Content. The spots were lensed by Oscar-winning (Mank) cinematographer Erik Messerschmidt.
[video width="1280" height="720" mp4="https://wp-shoot.s3.amazonaws.com/wp-content/uploads/2025/05/14114312/Mac-Pointed-Apple.mp4"][/video] Read More
