Produced as part of the SoulPancake Beautiful Mind campaign, Laughing Matters (formerly It’s Not That Funny) is a documentary short about the intersection of comedy and mental health. The film, which premiered on World Mental Health Day, brought together 11 comedians to talk about the “funny” business of being sad. We spearheaded and executed the launch strategy and marketing, including custom, talent-specific social assets; email marketing; film trailer development and production; talent engagement; creator amplification; live screenings; partnerships with Clusterfest and Comedy Central; and a strategic distribution plan. This resulted in increased Gen Z audience engagement, national press coverage, and further solidified SoulPancake as a trusted voice in the mental health space.