Meditation marketed to young people in new ad

An Australian meditation app Smiling Mind has launched a national ad campaign to market meditation to young people.

The commercial, created by Exit Films, aims to showcase “the magical transformation meditation can have physically, mentally and spiritually” and features a variety of young Australians using the meditation app.

Exit Films director Brett Ludeman said: “We were keen to depict how meditation sheds the layers of stress and invokes a sense of freedom. We wanted to create a campaign that promotes ease, accessibility and also helps people imagine what it’s like to experience a meditation session from inside someone’s mind.”

The TVCs will air nationally across community service slots on free-to-air television, Foxtel and in cinemas and will be supported by national print, online and outdoor ads that launch later this month.

Director Steve Cornwell said: “The new campaign shows just how much Smiling Mind has grown up since its launch 12 months ago. We wanted to celebrate its 60,000 downloads and create a sense of community for new users of the program.”

The launch of the commercial coincides with the brand’s 12-month anniversary.


Exit Film:

  • Director: Brett Ludeman
  • Producer: Jeremy Flynn
  • DP: Shelley Farthing-Dawe
  • Art Direction: Tammy Knox
  • Puppeteers: Rennie Watson and Nate Reardon

Post Production: Pixel Kitchen

  • Post Producer: Haley Polacik
  • Editor: Marty Gilchrist
  • Online: John Gavin


  • Anthony Nelson: creative director
  • James Silverstow: Designer
  • James West: Design director


  • Adam De Leon
  • Frank Fazio
  • Eleanor Sweeney

Screen Shot 2013-10-24 at 1.23.12 PM


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