MENTOR Johnson & Johnson
Behind Her Breasts
ELEVATED & PERSONAL
Services
CREATI VE DEVELOPMENT • VIDEO PRODUCTION • DIRECTION • SOCIAL ASSETS • CREW SOURCING • EDITORIAL • SOUND DESIGN • COLOR CORRECTION
MENTOR and HealthInk Agency came to Cristian Mercado and his team to create a global campaign featuring real women sharing their breast augmentation and reconstruction stories with honesty, emotion, and grace. As the world’s leading breast implant provider, MENTOR wanted elevated, human imagery that stood apart from the clinical look typical of the category, while sensitively connecting with breast cancer survivors.
THE CHALLENGE
TWELVE WOMEN, ONE CAMPAIGN
Flown in from around the United States, Canada, Africa, Australia, and the United Kingdom, each of the twelve women has a deeply personal relationship to breast augmentation or reconstruction. Through questionnaires and careful study of every story we tailored the on camera interview to show how every woman’s experience is distinct while creating a unified campaign that could connect across cultures and markets.
CREATING SPACE FOR HONESTY
The women were asked to be vulnerable in more ways than one, sharing deeply personal experiences on camera while also participating in intimate portrait sessions. For many, this was far outside their everyday experience.
Cristian’s direction centered on trust, clarity, and giving each woman control over how she was represented. Whether guiding a tearful interview or a delicate portrait pose, the goal was never to manufacture confidence, but to create an environment where it could emerge naturally and be felt by the audience.
ELEVATED VISUAL LANGUAGE
MENTOR’s previous campaigns often leaned into bright colors and playful wardrobe. Cristian proposed a more restrained interpretation of the brand palette, deepening its signature tones to give the imagery greater weight while preserving its warmth and optimism.
Wardrobe stylist Vanessa Powell played an essential role in bringing that direction to life, creating flattering and elegant looks for twelve women while maintaining a cohesive visual language across the campaign.
BUILDING A YEAR OF CONTENT
Every setup was designed to serve multiple formats, allowing the team to create a flexible library of hero films, individual stories, interviews, episodes, photography, and social assets. This approach gave MENTOR a cohesive body of content that could be adapted across platforms and global markets for an entire year.
A CAMPAIGN BUILT TO LIVE BEYOND SOCIAL
Johnson & Johnson created a dedicated digital home for the campaign, bringing the women’s films and stories together in an experience audiences could explore beyond the original social rollout.
THE IMPACT
The campaign produced 183 assets and gave MENTOR a cohesive library of content that could be adapted across platforms and global markets for an entire year. Its intimate photography, restrained palette, and emotionally grounded storytelling also established a new visual direction for the brand, one MENTOR continued to build upon beyond the original campaign.
DIRECTOR
Cristian Mercado
PRODUCTION
BRIGHTBOY
DIRECTOR OF PHOTOGRAPHY
Ilja Maran
AGENCY
HEALTHINK, Ryan Willoughby, Kristin Kirgin
PREVIOUS
STYLIST
Vanessa Powell
PRODUCTION DESIGNER
Bradley Dickinson
NEXT
EDITOR
Cristian Mercado
