NO GRIT. NO VICTORY.
LIFEWTR is all about supporting the creative. Every three months, LIFEWTR partners with artists and turns every bottle into a canvas for new art.
"EASY DAYS DON'T MAKE CHAMPIONS"
The feeling I wanted to express in my film is of the first time you see the bottle. Essentially a blank canvas with tasteful bold colors. I needed a neutral environment in order to convey that blank canvas of the clear bottle with the simple black and white logo so I decided to shoot on an overcast day just outside of Salt Lake City, Utah. After experimenting with effects in my studio, I ended up using food coloring as colorful explosions as the water starts to flow from the bottle. It was important to add color as well as subtle animations to take this seemingly dull environment come to life with creativity to match the mission of the brand.
Commissioned by FALKN USA®