THE UNIFORM OF HOPE
The Uniform of Hope is one of the campaigns I’m most proud of. In January 2024, Breathe Hellas approached us to develop a mental health awareness campaign leading up to the Paris 2024 Olympics. The idea behind the Uniform of Hope was inspired by a key insight: people are often more open about mental health issues when they take the time to write them down. Building on that idea, we collaborated with 28 Greek athletes and coaches to create a symbol for mental health—something universal to every sport—a uniform we now call the Uniform of Hope.
The campaign launched with two films, which I had the opportunity to direct, along with a series of outdoor posters featuring quotes and portraits of the athletes. From the start, the campaign gained significant traction, and the Uniform of Hope was transformed into a scarf. This scarf was worn by Team Greece as they marched in the Olympic Games closing ceremony, making Greece the first nation to use the Olympics as a platform for a mental health statement.
Currently, we’re working on a mini-documentary series to continue the campaign and highlight mental health through the experiences of these 28 athletes.
The Trailer
The first film we put out sums up the interviews of the athletes and introduces the idea of the Uniform of Hope.
The Uniform of Hope
Hear directly from Breathe Hellas founder Tatiana Blatnik on how we brought this idea to life. Rather than creating a typical behind-the-scenes film, I envisioned a more immersive, documentary-style approach. This film is designed to give you a deep understanding of the concept and the journey that brought it to life.
The Scarf of Hope
I had the incredible honor of designing the Scarf of Hope—a scarf made up of quotes that the athletes in our campaign wrote on the Uniform of Hope. This scarf was incorporated into the Greek delegation’s uniform for the closing ceremony of the Paris 2024 Olympics, making Greece not only the first nation to march in Olympic ceremonies but also the first to make a statement about mental health.
The scarf was produced in partnership with a very cool Greek brand Mantility and it is also for sale. All sales will support the mental health awareness programme around the country so go buy it
Credits
Agency: Cream+rascal
Production House:Picky Productions
My Role: Creative Director, Film Director, Art Director, Co-Writer
Co Writer: Elli Veinoglou
Special thanks: Tatiana Blatnik founder of Breathe Hellas and her team Vassiliki & Tyler.