WE’RE BEING
Thailand’s first mental health festival.
No pressure, then.
SOCIAL IMPACT · CREATIVE DIRECTION · EXPERIENCE DESIGN · PUBLIC ART
My first assignment as Creative Director at Love Frankie was to launch Thailand’s first mental health festival.
I had never created a festival before.
Crowds are not my natural habitat.
Mental health, however, was personal enough to make me say yes before anxiety finished preparing its objections.
I developed the name and creative platform, We’re Being: a play on “well-being” and permission to arrive anxious, hopeful, exhausted, joyful or complicated.
The idea became more than 80 workshops, expert-led sessions and participatory experiences across two weekends in March 2024.
I sketched spaces including the N.O-OK self-soothing room and an insomnia bedroom, then helped turn them into physical experiences people could touch, enter and learn from.
I also got to write and direct a film for one of our brand's partners which was TOMS’ for Life’s Footprints workshop which was curated by Dujdao, Thailand's leading movement therapists.
After almost 20 years as a Creative Director, taking an idea from a rough sketch to something people could actually walk into was enormously fulfilling.
For once, the work did not have to spend its entire life inside a presentation deck.
The result was more than a campaign about mental health. It was somewhere people could talk, learn and practise taking care of it, without pretending to be perfectly "OK" first.
