Concept Development · Creative Direction · Campaign Production
This campaign film set out to reveal the stories children too often keep to themselves. The quiet moments where self-worth erodes and loneliness grows. These moments needed to be seen to be understood.
Crown Princess Mary voiced the film, adding compassion, visibility, and national attention to a story rooted in lived experience. The children featured in the production were the actual residents of the Julemærkehjem. Their honesty, bravery, and presence brought a depth no script alone could ever achieve.
I led the process from early concept to final production, shaping the narrative, visual language, and social rollout. The campaign helped strengthen Julemærkefonden’s visibility, drive engagement, and support their annual donation goals, contributing to meeting key fundraising targets that year.