The Challenge
Mindvalley is where our founder, Tony, got his wings.
It’s also a place he remains deeply connected to.
Over more than three years working in-house, Tony was part of the team shaping Mindvalley’s visual identity during a period of rapid growth. The challenge wasn’t defined by a single campaign, but by the ongoing responsibility of creating meaningful, emotionally resonant video content at scale, for a global brand built on ideas, transformation, and personal growth.
The work spanned education, live events, brand storytelling, and marketing. Each project needed to reflect Mindvalley’s philosophy while adapting to different audiences, platforms, and objectives.
The challenge was to:
-
Maintain a high creative standard across a large and continuous volume of output
-
Conceptualise and deliver hundreds of videos across formats — from high-performing ads, webinars, and courses to aftermovies, social content, VSLs, trailers, funnel videos, and everything in between
-
Translate abstract concepts like transformation, growth, and consciousness into clear and engaging visual stories
-
Balance creative experimentation with brand consistency inside a fast-moving content ecosystem
This case study is a curated collection of Tony’s most meaningful work from that period created in close collaboration with an exceptional film team, and shaped inside a company that played a defining role in his creative journey. Each video is paired with a personal story, reflecting not just the work itself, but the relationships, trust, and moments behind it.
STAND UP
“This was considered Mindvalley’s first true branding video. Inspired by the documentary HUMAN, the goal was to make a clear statement about what Mindvalley stands for, its values, its people, and its culture.
My role in this project was the creative lead. Everyone featured in the film was a Mindvalley employee at the time, and many of them are still close friends of mine today.”
Stand Up
Jim Kwik Masterclass Trailer
Masterclass trailers
“Masterclass trailers. A key corner stone in the launch of every new quest from Mindvalley.
I remember very clearly, I was working on another standard advertisement that was going to be used for a webinar launch, and I felt that it would not make any impact.
So in our own free time, a close friend from the marketing department and I decided to create our own version of the ad. Shorter. Punchier. Built to spark curiosity instead of explaining everything.
I presented it during our weekly team meeting in front of the entire Mindvalley team, including CEO Vishen, without any prior announcement. A pretty scary moment, especially because what we made went against what was originally asked for.
To my relief (and excitement), Vishen and the team loved it. We decided to test it in ads, and it quickly became the highest-converting ad of that launch.
It worked so well that, to this day, every new Quest launch at Mindvalley follows the same structure as that very first masterclass trailer.
On the left, you can see an example.”
Experience Videos
“For every Mindvalley event, we used to create a new testimonial video.
While that worked, it also became repetitive, and honestly, a bit of a waste of resources. Each event told the same story, just with different faces.
At some point, Vishen asked the film team to create an evergreen testimonial video for one of Mindvalley’s biggest event, A-Fest.
I was assigned to the project and went through footage from ALL previous A-Fest events, including years of testimonials and behind-the-scenes material. My idea was to move away from a traditional testimonial format and create what I started calling an experience video.
I took inspiration from travel creators I was following at the time and focused on building a visual narrative, not just a compilation of quotes, but a story that connected the energy, emotion, and moments across different events.
The video ended up living on the main A-Fest page for several years, and shortly after, I was asked to create the same type of experience video for Mindvalley’s flagship event: Mindvalley U.”
Mindvalley A-Fest: The Experience
Wim Hof Teaches How To F*ck Fear
WIM HOF
“A few days after A-Fest Jamaica, Vishen walked up to me in the office and said:
“Tony, I want to challenge you. I want faster output when it comes to the videos we produce. For the video we shot with Wim Hof, I want you to deliver it within three hours.”
I’ll be honest. At first, I didn’t like the pressure. I’ve always believed that quality work takes time. But the challenge intrigued me, so I took it.
I’m glad I did. The edit became one of my favourite pieces I created at Mindvalley, and it proved something important: with clear creative instinct and focus, high-quality work can still be delivered under extreme time constraints.”
MOTIVATIONAL VIDEOS
“During Black History Month, one of the content producers was responsible for creating a piece in honour of the month.
With Vishen’s help, she managed to get in touch with Michael Bernard Beckwith and asked him to contribute an inspirational narrative that could serve as the framework for the video.
He did, with one small complication.
The entire recording came in as a WhatsApp voice note.
So yes… the audio quality was far from ideal.
That left me with a creative decision to make. Instead of trying to “fix” the audio, I leaned into it. I thought:
what if the entire video felt vintage so that the imperfect sound would feel intentional rather than accidental.
Turns out, it worked surprisingly well.
After this video I went on to create several other motivational pieces”
The True Definition of Success
Join The Mindvalley Tech Team
RECRUITMENT VIDEO
“In 2019, Mindvalley was rapidly expanding its tech team and ran into a familiar challenge: attracting the right talent to Kuala Lumpur.
Traditional recruitment content wasn’t cutting it, so the film team was asked to come up with something more creative. Something that would speak to developers and engineers on their terms.
We were given complete creative freedom.
Instead of making a typical recruitment video, we approached it like a short film. We wrote a script, created a storyboard, and collaborated closely with members of Mindvalley’s tech team to make sure the tone felt authentic rather than corporate.
The result was a playful, self-aware video that reflected both the culture of the company and the personalities behind the code. Designed not just to inform, but to attract.
The film helped position Mindvalley’s tech team as approachable, ambitious, and human, and became a key asset in recruiting tech talent to Kuala Lumpur.”
BOOK LAUNCH
“In my first year at Mindvalley, Vishen was working on a major project: the launch of his first book, The Code of the Extraordinary Mind.
To support the launch, we created a series of content pieces, each focused on unpacking a chapter of the book and translating its ideas into accessible, visual stories.
We felt a traditional talking-to-camera format wouldn’t do the content justice, so we approached it in a more documentary style. We shot handheld, conducted interviews instead of monologues, and focused on creating a natural, conversational tone that felt authentic rather than promotional.
This was my first campaign at Mindvalley, and it played a role in supporting the launch of a book that went on to become a New York Times bestseller.”
The Problem With Goal Setting
He often comes up with new ideas that help elevate the Mindvalley brand through video."
Vishen Lakhiani
Founder of Mindvalley
Client
Mindvalley
Services
Animation, Branding, Creative Direction, Directing, Social Media Content, Strategy, Video Editing, Video production
Client
Meditation Moment
Services
Videography, Video Editing, Art Direction, Social Media Content, Strategy
Art Direction
James Racoon
Videography
Teun
Video Editing
Teun
Branding
Golden Studios
