About
Mindset is a studio for film, clothing and stories. One person founded it. A great many people made it grow.
Easy things are not worth my time
Philosophy
Mindset was never a rulebook. These are a few lines that stuck around over the years.
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Channelling the fire
A fire in the wild burns cities. The same fire in a power plant lights a million homes. Anger and envy aren't weaknesses, they're signals: envy shows you where you actually want to go.
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Discipline, honesty, perspective
Nobody handed me discipline, so I go and get it. Honesty starts with myself. And almost everything is a question of perspective.
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The mask
A mask can say what a face cannot. Behind the logo is a studio, behind the studio a mindset, and behind that a decision: to walk through life consciously.
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Remixing the Internet
Images, sounds, ideas: it's all out there already. I take what moves me and put it back together until it says something of its own. AI is just another camera, another brush.
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No Risk, No Story
The stories worth keeping start where things get uncertain. If you never risk anything, you won't have much to tell.
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Strength and peace
Strength isn't the opposite of peace, it's the condition for it. Better a trained warrior in a garden than an untrained gardener in a war. Martial arts aren't about violence. They're about mastering yourself.
Not everyone will understand what you see, and that's okay.
Story
It started in 2017. I had just come back from Korea, where lots of people on the subway wore face masks, and I had the logo of my project back then, Haus 9, embroidered onto a black fabric mask. A few friends and I shot a small teaser with it. Looking back, that was the spark. A mask was part of it from day one.
In 2023 it turned into a small app where friends shared their real progress. Then a supplement brand. By the end of that year I had landed where my passion had been all along: film and media.
In 2024 I went to Thailand, to Phuket. I trained Muay Thai, filmed with fighters and started posting reels every day. No face. Just the logo and the message.
Then it moved fast. From almost nothing it grew to 420,000 followers, and on the best days reels alone pulled in 84 million views. After that I barely did anything for about a year, and it dropped to 326,000. Now I'm making more again, and new people are finding it again.
I'm writing down how that worked. The first Mindset Studio book is called Remixing the Internet and comes out as an e-book.
Fightwear came next, meant to pay for the films. And over time Mindset turned into a philosophy of life: working on body, mind and goals at the same time, with discipline.
Today
For a long time I tried to define Mindset. App, brand, studio, philosophy. Today it's mostly one thing: a studio. And it stopped being only mine a long time ago.
An incredible number of people are part of it, most of them without knowing. Our films put together what was already there: images, sounds, ideas. In a new context they tell something of their own, and a lot of people have shared it, commented on it and carried it further.
That's the only reason something original can slowly grow here. Our own films, our own pieces, our own stories. It keeps growing organically, a little every day.
In the end Mindset is a mask that many people helped build. It carries a message, and more and more we think it's a message about being a man. We want to give people a good mindset. A good film, in every sense of the word.
Mindset isn't a big studio. We travel the world, meet people, film the ones with a good mindset and make cool things with them.
Founder
Henny
Heinrich Songmin Berger
I founded Mindset Studio. I make films, build software, design products and lately my own apps too. I hope some of these things will help you to achieve what you want.
Do it anyway