The quiet revolution.

In a world of increasingly noisy TV advertising, we developed a radically different concept for Calm. Two minutes of uninterrupted tranquillity. No voiceover, no music and absolutely no hard sell.

Built around five beautifully filmed natural environments, from lush rainforests and peaceful shorelines to mountain lakes and rolling waves, each sequence used only its own ambient sounds to transport viewers somewhere calmer.

It was a bold, groundbreaking approach to television advertising. Rather than telling people about the benefits of the Calm relaxation and wellbeing app, we simply let them experience them.

As Calm's Michael Acton Smith said:

“The ads are unusual and risky but that's what makes it all so exciting and potentially ground breaking.”