Social — Rebecca Parvaneh

SOCIAL STRATEGY

The social media campaign taps into something many people who feel burned out emotionally and at the nervous system level experience: the 3am scroll. That restless, burned-out state where you're not really looking for anything, just some form of mindless comfort. And somewhere between the noise, you stumble onto a video of someone drawing intricate patterns or building something with their hands, and something in you just... settles.

The ad is a reel that recreates this exact moment. It opens mid-scroll, moving through a feed of AI-generated content pushing serums, creams, and quick fixes before landing on an ASMR drawing video. The scrolling stops. The tagline, “This is self care too” appears.

The campaign closes with #CreateCalm, inviting people to share their own versions of that feeling, the processes, rituals, and quiet creative moments that bring them back to something real.