Calm App Acquisition & Creative Campaign

Client: Calm Industry: Mental Wellness / Health & Fitness / Mobile App Project: App Acquisition & Creative Campaign Platforms: Google Play, Meta, Paid Social Creative Direction: 3D claymation + soft felt visual storytelling

Calm operates in a crowded wellness-app market where users are constantly exposed to meditation, sleep, mindfulness and mental-wellness products.

The challenge was to communicate the value of the app without making the advertising feel clinical, generic or overly promotional.

I developed a cohesive 3D visual system around a recurring character.

Instead of creating conventional app ads, the campaign used a soft clay + knitted-fabric + felt aesthetic to make the brand feel:

Strategies:

Created a 3D clay-and-felt visual campaign around relatable wellness moments.

Showcased Sleep, Meditation, Relaxation, Focus, Music and Masterclasses.

Used one recurring character to build visual consistency and brand recognition.

Integrated the app UI directly into the creatives to make the product experience tangible.

90% reported improved ability to fall asleep.

69.7% reported improved ability to stay asleep.

79.2% reported improved restful sleep. 

9,868 Calm users were surveyed in one study.

78% were classified as poor sleepers.

82% reported racing thoughts as a sleep disturbance.

73% reported stress or anxiety.