There are a million meditation apps out there. What captured my team's spirits about Calm was its commitment to nature. You can do its guided meditations, or you can just sit there looking and listening to a mountain stream. Gradually the car horns and screaming sidewalk crazies around in real life just melt away.
We always spend a while getting to intimately know the companies and products we do work for. Naturally, our creative process for this video involved what amounted to days of meditation. And at the end of it, we thought: what if the commercial for Calm could be be a taste-test of the product itself? What if the video gave a glimpse of the benefits of chilling out? If only all ads made you relax.
Role: Creative Director, Editor