To emphasize the product’s objective of holistic healing, the packaging is meant to fit together as a visual set. An illustration of the abstract brand shapes was split up across the four boxes to create one full image when packaged together. The illustration wraps around on each box and is accented by the individual product’s brand color.

I led concept development and art direction for a photo and video campaign for the brand, which included stills, short form videos, and a television ad. I worked on all aspects of creative direction, including storyboards, script, casting, location, styling, music, composition, and lighting. All of the content was anchored by the concept of Ritual, which is characterized by emotional depictions of an individual experiencing the product along with their surroundings. The videos are meditative, focused on the sounds of breath and natural rhythms.