Had the opportunity to create the 2017 Xmas video for Mindvalley, 2nd year in a row and counting.
Inspired by the release of BTS - Mic Drop (feat Desiigner) Steve Aoki Remix music video and Trapcity’s mix of classic Christmas carols, I wanted to do something bold and hype in form of a dance music video.
This year I focus on the Mindvalley team and company culture. Highlighting a diverse group of employees as featured dancers and the use of young and modern trap beats over classic Christmas carols. I wanted to show that Mindvalley is brand that also has a facade for the young crowd, have the fun factor and a personal growth brand that keeps up with trend and diverse audience of all age groups.
Collaborated with Izzat (lead choreographer) and my amazing teammates (dancers and cast). This is by far my most fun and largest collaboration group that made it to my 2017 project highlights. Never had I been super grateful after a shoot pre to post production, it’s what a creative could ever ask for; freaking-amazing-team-work!
In the spirit of Christmas, we wanted to use lights to bring up the lit up joy and warmth of this festive winter whilst matching the themed color palette for this campaign; teal and red. Bringing out your inner light in the darkest shade because we are all lit from the inside out.
Inspired by the Brandon Woelfel, we did a studio photoshoot with pixie lights as our key Xmas element for this campaign featuring some of Mindvalley’s Team members.
Many think that it’s too bold and different from past Mindvalley approach to Christmas video but one things aligned for sure is the direction of constantly breaking patterns, setting trends and generating high energy feeling of authentic positivity that everyone can hype about.
We had so much fun!
Role: Creative Director, Cinematographer, Photographer