Working with the National Alliance on Mental Illness and HBO, I contributed to an introspective PSA that challenges the traditional labeling of kids as ‘nice’ or ‘naughty’ during the Christmas season. This campaign aimed to provoke thought about the impact of these reductive labels on children's mental health. By creatively framing Santa Claus's reflections, we encouraged a more nuanced understanding of behavior, promoting the importance of empathy and mental wellness during the holiday season.