In this essay, I will critically reflect on the process of creating and producing my media campaign, “Trust Me, I’m the Son of a Workaholic“, which addresses the issue of burnout and its impact on both individuals and families. The campaign consists of a documentary series, a social media page, and a magazine article. My objective was to create a comprehensive and multi-dimensional narrative that could resonate with audiences and encourage reflection on the often-overlooked consequences of workaholism. Through this reflection, I will analyze how the products represent social groups or issues, how they create a sense of branding, how they engage with the audience, and how my research informed my decisions regarding genre conventions in the documentary.
The primary issue that my products address is burnout, specifically within the context of high-achieving individuals in Romania. Burnout, while widely recognized in Western media, is underrepresented in Romanian discourse, particularly in relation to how it impacts family dynamics. Through the documentary series, I explore this issue by sharing a deeply personal story—my own experience growing up with a mother who struggled with work-induced burnout. By highlighting this narrative, I aimed to bring attention to the emotional and mental toll that burnout has on both the individual and their loved ones. My mother, as a strong, educated Romanian woman, symbolizes a social group that is often expected to juggle both professional and caregiving roles without question. In the documentary, I use the mise-en-scène, such as wardrobe choices, camera intimacy, and soft lighting, to emphasize vulnerability rather than strength. This serves to challenge the stereotype of the “cold, successful executive” and portrays burnout as a human experience, not just a workplace issue.
The social media page and magazine article extend this representation of burnout by offering different angles on the same story. On the Instagram page, I shared behind-the-scenes photos, motivational posts, and personal reflections that humanize both my mother and me. This allows the audience to see us not as distant figures but as relatable individuals experiencing universal struggles. In the magazine article, I used a case-study format to present my mother’s journey as an example of resilience, offering hope and relatability to others who may be facing similar challenges. This multi-platform approach ensures that the issue of burnout is represented in a variety of ways, allowing for different forms of audience engagement.
The success of a media campaign often hinges on its ability to create a distinct and recognizable brand. Branding, in this context, refers to the visual, tonal, and thematic elements that unify the different components of the project and establish a consistent identity. In the case of my project, the brand is built around themes of honesty, healing, and transformation. These themes are woven into the narrative, aesthetic choices, and presentation across all platforms. One of the key elements that unifies the project is the use of soft, natural colors and lighting, which evoke a sense of calm and transparency. This is particularly evident in the documentary, where the use of natural light and on-location shooting at Citadel Park in Alba Iulia creates a serene, healing atmosphere, contrasting with the more chaotic life in Bucharest that preceded it.
The title of the project, “Trust Me, I’m the Son of a Workaholic,” is another crucial branding element. It appears consistently across all platforms, from the documentary to the Instagram page and the magazine article. This title serves as both a personal statement and an invitation to the audience to embark on a reflective journey about the consequences of workaholism. The sans-serif, clean, and modern font used throughout the project further enhances the brand’s identity, offering a sense of professionalism while remaining approachable. The recurring motif of “journey” is also central to the branding, with visuals such as walking sequences and time-lapse sky shots reinforcing the idea of personal growth and transformation.
Audience engagement is a critical component of any media campaign, and in this project, I employed a variety of strategies to foster interaction and reflection. The documentary aims to create an emotional connection by telling a personal and relatable story. The direct-address style of narration, in which I speak to the camera, invites the viewer into the narrative and establishes a sense of intimacy. This approach encourages viewers to reflect on their own experiences with stress, burnout, and work-life balance.
On the social media platform, I focused on creating an interactive space for the audience to share their own stories and tips for dealing with burnout. I included posts that prompted audience participation, such as polls and comment-driven questions like, “What’s your way to unplug from work?” By fostering this level of interaction, I transformed the audience from passive viewers into active participants. This interactive aspect of the social media page allowed me to deepen the connection with the audience and create a sense of community around the issue of burnout.
The magazine article, while less interactive, offered a more analytical approach to the subject. It provided context and research findings on burnout, positioning the story of my mother as a case study that illustrates the emotional and professional challenges of dealing with workaholism. The article also featured a QR code linking to the social media page and documentary episode, which encouraged readers to continue engaging with the content across different platforms. By creating a multi-platform experience, I was able to offer various entry points for audience engagement, allowing them to consume the content in a way that suited their preferences.
My research played a crucial role in shaping the content and approach of the project. In the early stages, I analyzed existing media on burnout, such as Netflix’s Explained series and BBC’s Mind Over Marathon, which blended storytelling with statistical data to engage viewers. I found that conventional documentaries often include interviews with experts, real-life case studies, and a narrative arc that focuses on struggle and resolution. I adhered to these conventions by including interviews with my mother and presenting the story in a way that emphasized the emotional toll of burnout. However, I also challenged some of the norms in order to offer a unique perspective. Rather than focusing solely on external experts, I chose to center the narrative around my personal experience, thus adding a deeply human element to the conversation.
Additionally, my research informed the design choices for the social media page and magazine article. I studied mental health advocacy campaigns on social media and observed that minimalistic design, warm colors, and short, digestible posts were effective in engaging the audience. I applied these strategies to my own content, ensuring that the social media posts aligned with the overall brand and message of the campaign. Similarly, in the magazine article, I drew inspiration from health features in Romanian publications to structure the narrative and ensure it resonated with the target audience.
In conclusion, the production of Trust Me, I’m the Son of a Workaholic was a deeply personal and rewarding endeavor that allowed me to address the important issue of burnout in a meaningful way. Through the integration of documentary filmmaking, social media engagement, and written content, I was able to create a multi-dimensional campaign that resonated with the audience on both an emotional and intellectual level. By carefully considering the ways in which my products represent social groups, create a cohesive brand, engage with the audience, and challenge conventions, I was able to craft a project that is both impactful and innovative. This experience has deepened my understanding of how media can be used to address pressing social issues and foster meaningful dialogue within communities.
