MindLabs, a mindfulness app, wanted to push beyond standard guided meditations and create immersive experiences that combined powerful visuals with bespoke sound design. The goal was to help users feel transported into new environments and connect more deeply with their practice.
My role:
- Led the creative vision for two flagship series: Unwind (breathwork) and 5 Senses (meditation)
- Developed and directed immersive audio-visual concepts to enhance the user experience
- Collaborated with world-class sound artists to curate bespoke soundscapes
- Directed remote-location shoots across striking natural settings, ensuring both technical and creative excellence
Unwind: Filmed deep underground in a 300-year-old abandoned mine in Wales, blending visuals with soundscapes designed to create a sense of grounding and release.
Five Senses: Shot across remote natural environments, each meditation tied to a sensory theme, allowing users to experience the richness of sound and visuals as part of their practice.
Meditation content is often repetitive and formulaic. The challenge was to design experiences that felt innovative, immersive, and authentic while remaining accessible and calming for app users. This required balancing technical complexity (remote shoots, immersive soundscapes) with the simplicity and clarity essential to mindfulness content.
Impact:
- Elevated the quality and distinctiveness of MindLabs’ content library
- Created a new benchmark for immersive meditation experiences in the wellness space
- Helped the brand differentiate itself in a crowded market, resonating strongly with its audience
