THE KING OF SLEEP
CLIENT
Calm
Calm
BRIEF
To make meditation more appealing to young men.
To make meditation more appealing to young men.
THE WORK
Calm needed help convincing young men to give a shit about meditation. But to do that, first we needed to destigmatize mental health and make their app more appealing to a generation of hustle-and-grinders.
We teamed up with zen god RZA and avid sleep stan LeBron James to reposition meditation and sleep as performance hacks that improve “mental fitness”.
All in a surrealist world that made sleep feel like a mystical journey of its own.
Calm needed help convincing young men to give a shit about meditation. But to do that, first we needed to destigmatize mental health and make their app more appealing to a generation of hustle-and-grinders.
We teamed up with zen god RZA and avid sleep stan LeBron James to reposition meditation and sleep as performance hacks that improve “mental fitness”.
All in a surrealist world that made sleep feel like a mystical journey of its own.
The hero film visuals were (admittedly) very inspired by James Turrell and Tadao Ando.
We leaned on the King’s mesmerizing power to create content that would stop thumbs from endlessly scrolling on social media.
The set came to life through a mix of CGI magic and practical sorcery.
