Wellness isn't just for white people in Droga5's spot for meditation app Shine

The brand's first ad campaign speaks directly to underserved communities in growing industry

Published On
Oct 08, 2020

Editor's Pick

A mental health crisis is brewing, not only for the millions of Americans stuck indoors or struggling to balance work and childcare duties, but also Black Americans and other people of color confronted by the resurgent specter of white supremacy.

Ahead of Global Mental Health Day this weekend, self-care app Shine is launching its first ad campaign, starting with a national TV spot from Droga5 that proudly wears inclusion on its sleeve. Founded by Marah Lidey, a Black woman, and Naomi Hirabayashi, a half-Japanese woman, Shine is meant to fill an underserved space, geared toward the mental health and wellness needs of marginalized groups.

The spot speaks to that goal, featuring a diverse cast in a plethora of meditative spaces and poses, some repeating the message of reinforcement coming from their apps.

“Recent events, including racial injustices and protests, and the Pandemic’s economic impact, have disproportionately affected Black Americans and created a heightened sense of anxiety for many,” said Lidey in a statement. “Yet we know, historically, only one in three Black or African American adults who need mental health care receive it, compared with 43% of the US average.”

The spot is directed by Christian Padron via Scheme Engine, with director of photography Ryan Marie Helfant, who served in the same role for Beyonce’s “Black is King.”


Oct 08, 2020
Client :
Agency :
Droga5-New York
Co-Chief Creative Officer :
Tim Gordon
Co-Chief Creative Officer :
Felix Richter
Executive Creative Director :
Karen Land Short
Creative Director :
Alyssa Georg
Creative Director :
Elena Knox
Copywriter :
Emily Chang
Art Director :
Astrid Andujar
Executive Producer Film :
Jeremy Fox
Producer Film :
Jake Herman
Associate Producer Film :
Imani Dixon
Group Communications Strategy Director :
Yan Wang
Senior Communications Strategist :
Tattiana Bamba
Account Director :
Ola Abayomi
Project Manager :
Danielle Gibbons
Co-Founder/CEO :
Marah Lidey
Co-Founder/CEO :
Naomi Hirabayashi
Director of Marketing :
Colleen Wormsley
Director of Content :
Haley Goldberg
Production Company :
Scheme Engine
Director :
Christian Padron
Ryan Marie Helfant
Executive Producer :
Jannie McInness
Producer :
Brian Mcelroy
Editorial :
Editor :
Alvaro Del Val
Assistant Editor :
Jenna Yonker
Founder/Executive Producer :
Toni Lipari
Head of Production :
Evan Kerwood
Producer :
Malini Kartha
Color :
Vice President :
Ashley McKim
Finishing Producer :
Anna Kelman
Colorist :
Kath Raisch
Sound :
Heard City
Executive Producer :
Gloria Pitagorski
Producer :
Jackie James
Audio Engineer :
Elizabeth McClanahan
Music :
Greg Thomas Music
Composer :
Greg Thomas

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