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Developed by Edelman and produced by CZAR São Paulo, the campaign, ‘Breaking Depression: Out of the Maze’, was co-directed by Pedro Giomi (represented by CZAR Amsterdam and CZAR São Paulo) and Leo Cosme (represented by CZAR São Paulo).

The campaign film visually illustrates the often-overwhelming experience of navigating severe depression, comparing it to exploring a maze where those impacted, as well as their carers, may feel trapped with no clear path forward. Through this metaphor, Janssen Cilag International NV, a Johnson & Johnson company, aims to raise awareness of the complexities of severe depression and highlight the perseverance needed by those living with the condition as well as their caregivers – who most often play an instrumental role in providing support – as they work together to navigate their way "out of the maze" and towards a path to recovery. 

In the words of Pedro, “‘Breaking Depression’ is not just another project; it’s a cause we’ve immersed ourselves in for over eight months, taking the time to deeply understand its complexities. Our goal was to deliver something truly meaningful to the client, something that resonates with the overwhelming experience of feeling at a loss in one’s own personal maze, whilst also persevering in finding a way out towards recovery”.

In the film, the maze works as a powerful visual representation, constructed with different settings to depict the options one might trial during their journey towards recovery (e.g., group therapy or yoga classes) and the difficult realities (e.g., hospitalisations) people living with the condition may experience. While severe depression can be challenging to navigate, ‘Breaking Depression’ shows that when working with a support system, and the proper specialised care, there can be a path forward.   

The campaign is now live.