We follow Adam, a young man caught in a silent war with his own mind. Born and raised in one of Stockholm’s marginalized neighborhoods, Adam is the son of immigrants and a product of his environment—one where gun violence, drugs, strained police relations, and social stigma are part of everyday life. As he begins to suffer from panic attacks and a deepening depression, his grip on reality starts to slip.

This raw and thought-provoking story sheds light on the hidden mental health crisis among young men from diverse backgrounds growing up in Sweden’s urban ghettos. It explores the emotional toll of trying to stay sane in a world that seems designed to break you. Where vulnerability is dangerous, silence is survival, and seeking help can feel like a radical act.

I’m Going Mad
IDENTITY & CAMPAIGN DESIGN

Art Direction Identity
Art Direction Campaign
Logotype Design
Identity Design
Poster Design
Photography Campaign

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Game of Phones