Calm App Acquisition & Creative Campaign
Amrita Singh
Calm App Campaign
Creative Strategy & Performance Marketing Concept
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
The Challenge
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.
The Creative Solution
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:
Warm → Human → Relaxing → Memorable
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.
User-Reported Impact
90% reported improved ability to fall asleep.
69.7% reported improved ability to stay asleep.
79.2% reported improved restful sleep.
Research Insight
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.
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Posted Sep 23, 2026
A 3D clay-and-felt creative concept for a meditation app, designed to make sleep, focus, and relaxation features feel warm, human, and instantly recognisable across paid social.
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