INTRO
This short ad was created for a meditation app, targeting a tech-savvy and active audience over 30 on social media. The video represents the emotional shift from daily chaos to serenity, creating an immediate connection with a target audience that often feels overwhelmed by the fast pace of modern life.
This short ad was created for a meditation app, targeting a tech-savvy and active audience over 30 on social media. The video represents the emotional shift from daily chaos to serenity, creating an immediate connection with a target audience that often feels overwhelmed by the fast pace of modern life.
THE CHALLENGE
The project required condensing a complex emotional journey into a few seconds, capturing attention instantly. It had to resonate with the viewer and communicate a sense of calm using brief images and copy without being overly didactic.
The project required condensing a complex emotional journey into a few seconds, capturing attention instantly. It had to resonate with the viewer and communicate a sense of calm using brief images and copy without being overly didactic.
THE SOLUTION
The video was developed using a visual storytelling approach that emphasises the contrast between chaos and serenity. The narrative begins with an off-screen voiceover, created with AI, guiding the viewer through the different emotions. A soft tone was chosen to create a contrast with the frantic visuals of the first part, maintaining a calmness that counterbalances the initial visual intensity. The voice is not merely descriptive but validates the emotional shift from chaos to calm with targeted, reflective phrases such as: “Ever feel like you're racing against yourself?”. The voiceover’s tone remains constant throughout the video, becoming an integral part of the tranquillity message and affirming the final serenity with the closing line: “Find your centre.” The ad concludes by mentioning the app’s name, “Where every moment counts”.
The video was developed using a visual storytelling approach that emphasises the contrast between chaos and serenity. The narrative begins with an off-screen voiceover, created with AI, guiding the viewer through the different emotions. A soft tone was chosen to create a contrast with the frantic visuals of the first part, maintaining a calmness that counterbalances the initial visual intensity. The voice is not merely descriptive but validates the emotional shift from chaos to calm with targeted, reflective phrases such as: “Ever feel like you're racing against yourself?”. The voiceover’s tone remains constant throughout the video, becoming an integral part of the tranquillity message and affirming the final serenity with the closing line: “Find your centre.” The ad concludes by mentioning the app’s name, “Where every moment counts”.
RESULT
The video received very positive feedback for its ability to capture attention and convey the emotional message concisely and effectively. The structure and narrative were praised for their visual impact and the use of a consistent tone of voice, making the video immediately recognisable and engaging.
The video received very positive feedback for its ability to capture attention and convey the emotional message concisely and effectively. The structure and narrative were praised for their visual impact and the use of a consistent tone of voice, making the video immediately recognisable and engaging.
