You have unknowingly liked or shared a bully’s post.
Thus contributing to cyberbullying. Think before you react online.

The visual is composed of real photos of people and composite 3D characters, rendered to look like hyper-realistic people engaging in bullying unknowingly. Each detail is crafted to create not just a striking ad, but a moving artistic composition with a message.

We bring usually unseen behaviors related to social media to the forefront, and finally give them a face.

Up close, we see a group of individuals, each reacting to a social media post in their own way. Their facial expressions and bodily gestures are typical of a bully. Every cast we photographed was used to create more than 6 different characters to portray a massive number of cyberbullies. All the small groups are linked together by a common individual and their phone, demonstrating how the tiniest action sparks even more cyberbullying.

From a distance, a shape of a fiery smoke spreads rapidly, bringing destruction upon the bullied person.

Agency: Wunderman Thompson Riyadh

Client: STC

Chafic Haddad | Chief Creative Operations Officer

Rayyan Aoun | Executive Creative Director

Amr Wagih Mergawi | Creative Director

Max Dipasupil | Senior Art Director 

Maian Alken / Manuel Kurkjian | Senior Copywriter

Noor Wafa | Senior Arabic Copywriter

Joe Aboudaher | Head of TV Production

Jude Alsaati | Producer

Hassan Lzeik | Associate Business Director

Alaa Soued | Account Manager

Ribal Saroufim | Account Executive

Dana Alkutoubi | Head of Strategic Planning

Mohammed Abaalkheil | GM Corporate Communications

Abdullah Abahussain | Marketing Director

Alhusayn Hamidaddin | Corporate Communications - Section Manager

Carioca | Production House

Dragos Traistaru | Carioca