Visit West Zealand

In 2015 Visit West Zealand released “The World’s Most Relaxing Film”: seven minutes of forests, fields, marshes and coastline from the west coast of Zealand, made on advice from a doctor specialising in stress, a nature therapist, a mindfulness expert and a music expert. When it was tested, viewers’ pulse rates dropped by more than 10 per cent.

I designed the film poster, and the idea was simple: let the poster do what the film does. A vast, calm sky, a single figure facing the sea, and plenty of empty space to breathe in. The tall, quiet title sits up in the clouds, while the small print explains the science.

The film travelled far beyond Denmark, with coverage in Business Insider, HuffPost and the Daily Mail, and it even has its own page on IMDb.