Shine launches first campaign through Droga5
The Reckoning was directed by NYC-based filmmaker Christian Padron, with Ryan Marie Helfant as Director of Photography.
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In an effort to generate broad awareness on Global Mental Health Day and shed light on the lack of mental health and wellness resources that represent and include the BIPOC community, Shine the freemium daily self-care app, will launch its first advertising campaign, to run nationally on broadcast and social media platforms.
Shine is the first self-care app to air a national TV spot, created in partnership with Droga5.
“Recent events, including racial injustices and protests, and the Pandemic’s economic impact, have disproportionately affected Black Americans and created a heightened sense of anxiety for many,” said Marah Lidey, co-founder & co-CEO of Shine. “Yet we know, historically, only one in three Black or African American adults who need mental health care receive it, compared with 43% of the US average.”
Credits
View on- Agency Droga5/New York
- Production Company Scheme Engine
- Director Christian Padron
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Credits
View on- Agency Droga5/New York
- Production Company Scheme Engine
- Director Christian Padron
- Chief Creative Officer Tim Gordon
- Chief Creative Officer Felix Richter
- Creative Director Alyssa Georg
- Creative Director Elena Knox
- Art Director Astrid Andujar
- Executive Producer Jeremy Fox
- Producer Jacob Herman
- Associate Producer Imani Dixon
- Edit Company WAX
- Editor Alvaro del Val
- Executive Producer Toni Lipari
- Head of Production Evan Kerwood
- Colorist Kath Raisch
- Sound Design Heard City
- Executive Producer Gloria Pitagorsky
- Producer Jackie James
- Sound Designer/Audio Mixer Elizabeth McClanahan
- Executive Producer Jannie McInnes
- Executive Creative Director Karen Land Short
- Copywriter Emily Chang / GERMANY
- DP Ryan Marie Helfant
- Producer Malini Kartha
- Composer Greg Thomas
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Droga5/New York
- Production Company Scheme Engine
- Director Christian Padron
- Chief Creative Officer Tim Gordon
- Chief Creative Officer Felix Richter
- Creative Director Alyssa Georg
- Creative Director Elena Knox
- Art Director Astrid Andujar
- Executive Producer Jeremy Fox
- Producer Jacob Herman
- Associate Producer Imani Dixon
- Edit Company WAX
- Editor Alvaro del Val
- Executive Producer Toni Lipari
- Head of Production Evan Kerwood
- Colorist Kath Raisch
- Sound Design Heard City
- Executive Producer Gloria Pitagorsky
- Producer Jackie James
- Sound Designer/Audio Mixer Elizabeth McClanahan
- Executive Producer Jannie McInnes
- Executive Creative Director Karen Land Short
- Copywriter Emily Chang / GERMANY
- DP Ryan Marie Helfant
- Producer Malini Kartha
- Composer Greg Thomas
“We started Shine in 2016 because we were tired of not hearing our voices or seeing our skin tone, as a Black woman and half-Japanese woman—and now that the world is catching up to the importance of representation and inclusion in mental health and wellness, we want to make it clear that our product is built for all of us,” added Lidey’s co-founder & co-CEO, Naomi Hirabayashi.
For the debut spots, Shine worked with Droga5 to create a powerful new film called The Reckoning, which features a diverse cast that represents what Shine is all about: including everyone when it comes to self-care. Because fighting for the mental wellness of marginalized groups helps them not only relieve everyday stress, but also helps them in the fight for their rights—and potentially, their lives.
The Reckoning was directed by NYC-based filmmaker Christian Padron, with Ryan Marie Helfant as Director of Photography. Marie Helfant recently worked as the DP for Beyonce’s visual album Black is King. The film also features some of the app’s creators, responsible for writing and leading meditations, of which there are more than 800 available in Shine’s library (and accessible to Premium members).
“It's not often that you get to work on a project that uses your creativity for good," says Elena Knox, Creative Director, Droga5. “I speak for the entire team when I say not only were we honored to create a film for people who are marginalized in the mental wellness space, but to also support a business created by two women of color.”
