THE BRIEF:

Create a campaign shoot for Mynt Lab that visually expresses the brand’s signature feeling, a cooling, sensory sleep experience inspired by nature. The goal is to bring the brand story to life in a way that feels transportive, soothing, and emotionally resonant. The imagery should position Mynt Lab as more than just bedding, but as part of a nightly ritual that softens the senses and slows the world. The shoot must feel natural, elevated, and dreamlike, while remaining grounded in the tactile, calming quality of the product.

THE CONCEPT:

We visualised Mynt Lab through the lens of softness and surreal stillness, a place where nature and rest blend into one. The campaign captures the feeling of slipping into cooling bedwear that brings nature’s dreamscapes to life. Shot in natural light with a softened palette of earth and sky tones, we staged the bed as a portal to calm. Draped silk, scattered florals, and outdoor surroundings ground the scene in nature, while the styling remains minimal and light. The subject appears half-dreaming, half-awake, surrounded by movement yet completely still. This is not just bedding. This is a nightly return to ritual, ease, and the world your sleep deserves.

WHAT WE DID:

Creative Direction | Photography | Pre-Production | International Talent Scouting