Celine collaborated with Pelago’s advertising agency, Best Friend Jack, and production company Studio Lewis to develop a launch film introducing SONA, Pelago’s new AI-native mental health support platform.

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Working to establish SONA’s visual world while aligning with Pelago’s evolving brand identity, Celine storyboarded, shot-designed, and directed the campaign, remaining closely involved through post-production and shaping the film’s early edits.

Structured as a day-in-the-life, the film follows a skeptic as SONA becomes an unexpected source of support within the rhythms and pressures of everyday life. Balancing performance, humor, and product storytelling, the campaign translates an emerging technology into something intimate and human, positioning SONA as an accessible voice in the moments when traditional care may not be available.