Breath of Stress Air

The project was rounded off with two main 30 second tv spots, and additional spots that were also cutdown to size for social media.

We also took over the website landing page, which featured a series of illustrated gifs and type assets that accompanied the brand’s messaging. The art jumps off the page like cascading, stressful thoughts, and guides users along an endless scroll of educational resources.

We wanted to create a visual language that felt fresh and relevant to 2021 social media, without simply trying to mimic existing memes and visual styles. Relying heavily on treated photography, emojis, and bright colors, we tried to create a look that felt unique and different enough that it would not quickly become dated.

For the Waterfall spot, we used a glitch animation style in moments to communicate that feeling where one too many vapes cause your energy and stress level to get a bit crispy.

When we made it to post-production, music and sound design became vital in setting up the crescendo and journey from “calm to chaos”. The two main spots both feature an unsettling arrangement of glitchy sounds, ominous voiceovers, and audio textures designed for discomfort.