The campaign was shot on the Isle of Arran, known for its mountains and standing rock formations that date back to around 2000 BC and are widely viewed as a destination of spiritual significance.

The location reflects Maharishi’s pacifist standpoint, with featured artworks of Peace Mountain and Pax Cultura affirming this through their own symbolic significance.

Maharishi’s Peace Mountain artwork shows a dove forming the shape of Mount Fuji, its peaks creating the silhouette of the letter ‘M’. Doves are an ancient and universal symbol of peace, radiating an aura of tranquillity and calm.

Depictions of doves encourage us to seek peace within ourselves, cultivating a heart that is free from turmoil and extending an olive branch of reconciliation to others.

The Pax Cultura design, also interspersed amongst doves, shows the symbol of the Roerich Pact, which originated in America as an agreement to exclude buildings of cultural significance, including libraries and museums, from wartime violence – working under the proviso that cultural heritage and preservation override power struggles.

The pact gained further significance after the Second World War, when it was used as a basis for the fourth UNESCO summit to avoid the repetition of the senseless destruction experienced during the global conflict. 

Shown against a backdrop of the Isle’s standing rocks, the imagery re-connects Maharishi’s designs to the natural world and intertwines the brand’s own values with the spiritual importance of the Isle of Arran.