Calm
Role. Creative Lead
Agency. The Online Studio
At The Online Studio, I led creative direction for Calm across day-to-day production — in-app, social, marketing, and user acquisition. This included shaping the creative for the launch of Calm Sleep, their new standalone app, and leading three major campaigns at pace, delivering a high volume of static, video, and motion assets in close collaboration with their in-house team. The work built enough trust to expand the partnership into brand campaigns with Disney, MARS, and FIFA, and opened up new ground within Calm's partnerships team, where our concepts were used to pitch to MARS, Nissan, Google, and SaskTel.
In-app
We handled all artwork production for Calm's sleep stories — original pieces made to hold up in a context where the visual needed to do a lot of quiet work. Alongside this, we curated and selected imagery across the rest of their in-app content, maintaining a consistent visual tone across a library that was constantly growing.
Socials
I led the art direction and creative quality across Calm's social output, from interpreting their briefs to pitching original content ideas directly to the team. The work ranged from simple graphic and infographic design through to complex motion and AI-driven content, often moving across multiple stakeholders at once. It was a genuinely collaborative relationship — we weren't just executing, we were bringing concepts to the table. One idea I pitched gained enough traction internally that it was picked up by the user acquisition team and rolled out as part of their paid strategy.
Video Production
We also supported Calm's longer-form video work — both for Calm Health, their B2B arm, and their internal annual round-up videos for their company off-site. My role across these projects ran from concept through to delivery: developing the idea, building out storyboards, sourcing and organising footage and stock, and then leading a designer through the edit. Less visible work than the campaign output, but it required the same level of creative ownership from start to finish.
Brand Partnerships
We were regularly brought in to support Calm's brand partnership artwork and marketing materials. Calm's roster of collaborators — FIFA, Disney, MARS, Nissan — meant a constant stream of co-branded sleep stories and cross-promotional content to art direct and produce. For two partnerships in particular we played a more central creative role: working alongside Calm's internal team on Discover Puerto Rico and Google XR, contributing concepts, mock-ups, and finished artwork from early ideation through to delivery.
