The situation
The Glenn Gould Foundation came to us with a new initiative called Instrumental that they wanted to broadcast to a new audience. Instrumental would be a multi-dimensional digital product that focused on promoting music and arts as a tool to aid in mental wellness and when coping with mental health issues such as depression, trauma and anxiety.
Showcasing mental health struggles is a difficult landscape as the content can become a trigger to those struggling if presented in a strong light. We needed to create blueprint that turned the experience for teens into uplifting and playful instead of focusing on the heavy tone of the conversation.