Kleenex x Mind - Take a Moment
Our team
had the privilege of collaborating on the Kleenex ‘Take A Moment’ collection, created in partnership with the mental health charity Mind. Tasked with capturing the essence of this campaign, we created vibrant, lifestyle imagery that seamlessly integrates the new tissue boxes into everyday life, serving as a constant reminder to pause and check in with ourselves.
Brief
The ‘Take A Moment’ collection by Kleenex, designed with the support of mental health charity Mind, aims to encourage moments of mental reflection. Each tissue box features a unique design and poem to inspire calmness, restoration, and joy. Our role was to create lifestyle imagery that showcases these boxes in various home settings, highlighting their aesthetic appeal and emotional impact.
Approach
We approached this project by first understanding the emotional and visual goals of the campaign. The themes of each box—Thrive, Daydream, Restore, and Cherish—guided the creative direction for the photoshoots. We meticulously planned the setup for each scene to reflect the intended ambiance, using props and natural lighting to enhance the visual appeal and authenticity of the images.
Challenges
One of the main challenges was to ensure the tissue boxes looked naturally integrated into each setting, rather than appearing staged. Additionally, capturing the emotional essence of each theme required careful consideration of lighting, props, and overall composition.
Solutions
To address these challenges, we selected specific rooms and areas that matched the vibe of each box theme. For instance, the kitchen for the ‘Thrive’ box with its vibrant oranges, and the living room for the ‘Daydream’ box with its soft cushions and blankets. We used natural lighting and arranged props thoughtfully to create a cohesive and inviting atmosphere.
Results
The final images successfully captured the spirit of the ‘Take A Moment’ campaign. We created 21 images in total, each highlighting the unique design and theme of the tissue boxes. These images were used across editorial worldwide, including websites and printed materials, portraying the boxes as stylish and integral parts of everyday home décor. The images were well-received by Kleenex and Mind, enhancing the campaign’s reach and impact.
Working on the ‘Take A Moment’ campaign was a rewarding experience for our team, allowing us to blend creativity with a meaningful cause. The project not only showcased the aesthetic appeal of the Kleenex collection but also underscored the importance of mental wellbeing. We look forward to future collaborations that continue to make a positive impact through thoughtful and engaging visual storytelling.
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