Greenpoint Pictures’ Allison Swank Owen, the commercial’s director, has experience creating music videos and other content that appeals to youth. While primarily shot in live action at the school, the film is sometimes overlayed with graphics and animations “to tap into the way that teens create social content,” Zmood said. “It’s a little erratic and loud, not finessed or linear. It’s dynamic and vibrant and feels positive, too.” 

The campaign will run on social platforms including Snapchat, TikTok and Instagram. 

The ultimate aim, according to Carter, is to “create a model that could potentially be replicated elsewhere.” The team envisions other organizations creating similar campaigns tailored to their local communities, as they did at Beverly High “to drive personal connection,” she added.