Next Project
Pause is a subscription box service provided by Mind. Every month, subscribers are sent a box filled with activities and helpful information to help them carve out more moments of ‘me-time' and boost their overall well-being.
Despite being part of the Mind charity, Pause sits as a side-arm of the brand so it’s social content can appear unrecognisable to the established Mind audience. We were asked to develop a suite of assets that promoted Pause subscription boxes and accurately reflected the diversity of the brand’s subscriber base and product range.

Each Pause box contains a different task or activity to help people break away from their everyday routine. We knew different boxes would appeal to different people and therefore needed to showcase as many boxes as we could, whilst still ensuring each asset was fit for social. We were mindful not to over-stylise our assets as we knew our audience would engage more with lo-fi, TikTok-style content.
Over the course of two days, we produced 30 static images, 7 short form videos, 3 TikTok videos and 4 GIFs that showed real people in real environments and showcased the wide variety of content that is included with a Pause box. All our work aligned to Mind’s new photography guidelines so we could bring Pause closer to the Mind brand.
Part of our task was to think about how the assets could be used for year-round promotion so needed to align with seasonality and various national holidays. To achieve this, we shot in two separate locations and staged different seasonal settings without making the shots specific to one event or holiday.
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