From Filters to Feelings: How Maybelline's new campaign embraces mental health in a social media era

Is it really a surprise that social media has negatively impacted a generation of youngsters? The stats certainly don't lie: a shocking 73 per cent of Gen Z struggle with anxiety and depression, and that's only exacerbated by an increased amount of time on social media and the pressure to look good.

But even though there's a correlation between social media and self-esteem, for 40% of young people, these platforms have a positive influence by doubling up as spaces to source mental health advice. And that's where Maybelline's ongoing Brave Together initiative steps in, hoping to empower young people by making mental health support more accessible than ever.

To mark World Mental Health Day, its latest campaign film, 'Reconnect With You', seeks to promote its youth charity partner, Ditch the Label, known as the internet's safe space for support when social media stops feeling good.

Behind the work is creative agency Nice and Serious, who collaborated with Maybelline to bring together a team of 16-24-year-olds and provide insight and input into creative decisions, "allowing deeper insight about the dual power of social media," it says.

The film spotlights the split relationship young people have with social media, showing one character playing both the positive and negative influences of social media on screen at the same time. It's a clever approach that encourages youngsters to examine how their online habits make them feel and seek support via Ditch the Label when needed.

Nice and Serious brought in production house Spindle to bring the film to life – one that ditches the glossy aesthetic to be shot instead on 35mm for a grainer, less polished finish, adding another layer of "authenticity".

"Collaborating with the target audience, it became clear that we needed to create a judgement-free film," says Lily Peters, associate creative director at Nice and Serious. "One that wouldn't label heavy social media activity as bad per se but plays out the familiar two-sided story. Part of this included a nod to the value of self-connection, something many felt lost in the thick of socials. As the piece evolved, we consulted our council to make sure it felt true to their lives from locations to messaging style."

She adds, "To convey this complex narrative concisely, we went deep into the world of one character, showing the emotional contrast created by how they engage with social media. The visceral nature of the film reveals the truth of many Gen Z, hopefully helping them feel seen, heard, and safe in the knowledge that there is support out there."

On the style of the film itself, Molly Burdett from Spindle said: "We crafted distinct moods for each side of the frame through nuanced lighting choices using cooler, darker tones on the right and warmer hues on the left. We used contrasting soundscapes to capture the light and dark of these two worlds, using negative internal voices to emphasise the darker, harmful online experience, while a brighter, more joyful soundscape underscored the girl's positive social interactions."