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( CAMPAIGN — CONCEPT )

Padum

A Thai botanical inhaler, shaped and coloured like the mangosteen it sits among. Six frames from the pond to the market, one direction, and the brand’s line-work carried as light inside the scene rather than laid on top of it.

FramesSix
ProductBotanical inhaler
MadeFebruary 2026
StatusSelf-initiated
The inhaler on a wooden landing over a lotus pond at first light.

The story.

It is the size of a mangosteen, the colour of a mangosteen, and set down in a basket of them you will need a second look to find it. The whole campaign is built on that joke.

So it travels. It waits on a landing over a lotus pond while the mist is still lifting off the water. It rides a boat at the floating market, in among the fruit. It sits on a household altar between the marigolds and the jasmine with the incense going. It ends up in a market basket, which is where it was always going to end up.

And in every frame the same copper line drawing of a lotus turns up — never printed over the picture, always somewhere inside it, as a light.

The set.

( SIX FRAMES )
A floating market at dawn, the basket of fruit and the inhaler in the boat.
Two women in Thai dress beside a white wall, the inhaler on a plate.
An offering table, incense and flowers, the inhaler among them.
Hands setting the inhaler among split mangosteens.
The inhaler sitting in a market basket of mangosteens.