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    The Best Work You May Never See: Director Caitlin Cronenberg, Zulu Alpha Kilo Team On CAMH PSA To Promote Mental Health

    By SHOOTUpdated:No Comments3780 Views

    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.

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    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.

    Media Type:Commerical: PSA
    ScreenWork Categories:Commercial
    Screenwork Type:Best Work
    Video Tags:Caitlin CronenbergZulu Alpha Kilo



    The Best Work You May Never See: A Trailer For Director Rosie Morris’ Docushort On Young Carers In The U.K.

    Thursday, June 11, 2026

    This trailer is for the new documentary short Is Mum OK, which shines a light on the hidden realities faced by young carers in the U.K.

    In the U.K., a carer is generally anyone who looks after a family member, partner, or friend who needs help due to illness, frailty, disability, mental health issues, or an addiction. Crucially, this refers to carers who provide this support for free.

    The short follows a group of young carers in Waltham Forest, East London, who are given access to much-needed respite through a dedicated local initiative, Young Carers Club, a fortnightly respite evening where they can socialize, eat and spend time with others who understand their experiences.

    It explores both the beauty and the burden of caring from a young age, while highlighting the need for greater recognition and support for young carers across the U.K.

    Commissioned by Guardian Documentaries and produced by Uncommon Creative Studio, Is Mum OK was released during Carers Week 2026 (June 8-14)--with this year’s week themed around building carer-friendly communities

    The film will also be screened to members of Parliament, urging them to bring young carers’ rights to the top of the social care agenda

    Is Mum OK was directed by Rosie Morris, who had firsthand experience of being a carer for her mother.

    There are estimated to be at least one million young carers in the U.K., many of whom remain unidentified and unsupported.

    Director Morris said, “This story is deeply personal to me, rooted in my own experience of caring for a loved one. Caring for my mother three years ago was one of the hardest and most meaningful experiences I have ever had. My difficulty in transitioning out of being a carer and... Read More

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