CALM

CALM · Daily Breathing

In a striking departure from traditional public awareness campaigns, the latest project from CALM, titled Daily Breathing, navigates the intersection of mental health advocacy and surrealist narrative. The film centers on a young woman traversing an expansive, mist-covered landscape, a setting that leans into a quiet, meditative atmosphere while simultaneously introducing an element of profound absurdity. As she treks through the grey, atmospheric environment, she pulls a vibrant, multi-coloured inflatable bounce house behind her—a visual metaphor that elegantly captures the internal weight of mindfulness practice. Executed with a sophisticated live-action technique, the project utilizes soft light to pull focus toward the contrast between the subject’s composed demeanor and the whimsical, heavy object in tow. The production, guided by the vision of Nick Haynes, masterfully balances these competing tones, ensuring that the message of personal resilience remains grounded despite the surrealist imagery. By eschewing typical non-profit visual tropes, the piece creates a cinematic experience that feels both approachable and deeply thought-provoking. This lifestyle-oriented approach turns the concept of daily breathing into a physical challenge, offering a refreshing take on the public awareness genre that feels authentic to the brand’s mission of promoting calm amidst the chaos of everyday modern living.

CALM · This Is Not a Drill

CALM explores the nuanced dynamics of male friendship and digital-age tension in the campaign, 'This Is Not a Drill.' By grounding the narrative in the familiar setting of a suburban living room, the project leans into the casual rhythms of gaming culture, using candid interactions to frame the unspoken daily pressures faced by young men. Produced by Common People Films in partnership with T&Pm, the work utilizes a cinematic live-action technique to maintain an authentic, relatable aesthetic. The visual approach balances natural window light with standard interior lighting, capturing a clean, vertical perspective that aligns with contemporary short-form media requirements.

CALM · Missed Birthdays

CALM explores the impact of suicide prevention in its latest public awareness project, 'Missed Birthdays.' The campaign utilizes a documentary-style approach to create an emotional narrative, featuring a montage of home-video style footage that tracks a child through various developmental milestones. Crafted with a live-action technique, the video emphasizes domestic settings and warm interior lighting to evoke a sense of authenticity. The creative execution was led by agencies adam&eveDDB, DDB Europe, and King Henry Studios, with Academy Films handling production and Six Minutes Casting managing talent.

CALM · Sleep Divorce

CALM · Sleep Divorce

CALM · This is Not a Drill