CALM

Aug 2026

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.

Lifestyle, Cinematic, playful

Live-action Technique, Soft Light

Public Awareness, Non-Profit