Pharmaceutics and healthcare giant Johnson & Johnson debuted an evocative short film highlighting the emotional challenges of severe depression and the critical role caregivers play in recovery.
Through its poignant narrative and striking visuals, "Breaking Depression: Out of the Maze" uses a maze as a metaphor to depict the isolating and complex experience of living with severe depression.
Created by global communications firm Edelman and directed by Pedro Giomi and Leo Cosme, the campaign draws on real-life stories and insights from patients and caregivers, reflecting the resilience and teamwork needed to navigate the condition's day-to-day challenges.
The concept for the film arose from extensive research, including social listening and collaboration with mental health organizations like GAMIAN-Europe and EUFAMI.
On #WorldMentalHealthDay, we continue to support those affected by conditions like severe depression. While challenging, with the right care and support, there can be a path to recovery.
— J&J Innovative Medicine EMEA (@JNJInnovMedEMEA) October 10, 2024
Watch Carl and Olivia’s journey in the maze: https://t.co/I0epxPbcpw#BreakingDepressionpic.twitter.com/0NBw8XpVgR
In a statement, Berkin Gökbudak, senior director of commercial strategy for Neuroscience, PH and CVM at Johnson & Johnson, expounded on how the campaign highlights the crucial role loved ones play in the care of patients with depression:
“The evolved campaign hinges on an important insight — the vital role that caregivers play in supporting someone living with severe depression.
Often this support network is the key to their loved one attending and remaining engaged in medical discussions, seeking the right support, and finding a path towards recovery.”
"Breaking Depression: Out of the Maze" exemplifies how powerful storytelling in marketing can humanize complex issues, strengthen brand values, and foster a deeper emotional connection with audiences.
Breaking Depression Through Storytelling
The poignant five-minute film opens with a trigger warning for viewers who may be affected by depression.
The scene begins with Olivia, a woman sitting at a table in a daze, while Carl, a man in the kitchen, goes about his chores.
Olivia approaches Carl, and he reassures her gently, telling her that he’s there for her. He then asks her to grab the spice box from the pantry. Taking longer than expected, Carl checks up on her only to find that she has vanished.
He walks back to the kitchen, then re-enters the pantry, only to find himself transported to a yoga studio. Confused, Carl retraces his steps, once again stepping into the pantry. This time, he is taken to a hospital.
As Carl steps through another door, he finds himself in a room designed for support groups — and still no sign of Olivia.
Back at home, he frantically calls her phone, only to discover that she has left it on the kitchen counter. As Carl stares at the phone, Olivia finally appears, stepping in from the pantry.
She had dropped the spice box and was bending down to retrieve it. Relieved, Carl rushes to her side, and they decide to go for a walk.
The short film ends by pulling back to reveal the larger metaphor of the maze, illustrating the complicated journey both Carl and Olivia are navigating as she battles through severe depression.
Mental health continues to be a global concern, and companies like Johnson & Johnson strive to make it easier for it to be diagnosed and treated.
Last year, research showed chatGPT’s potential in diagnosing depression.
