Thalassophy’s salt water lungs
A claustrophobic advert for the environmentally-conscious clothing brand remixes a JFK speech for its copy.
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Thalassophy reminds us of our intrinsic connection to the ocean in the wake of an IPCC Report on climate change and Greta Thunberg’s Vogue interview that criticizes ‘fast fashion. A man floats underwater, bubbles along his face, as parts of JFK’s famous 1962 speech at the America's Cup dinner echo through the frame, most memorable is the phrase that we have “the exact same percentage of salt in our blood that exists in the ocean.”
With quick cuts and sharp editing, the ad takes on an imperative larger than fashion. The tension in the film is palatable as you wonder just how long the swimmer can stay underwater. Produced in ten days, by agency and creative studio, 10 Days, the spot was shot & directed by co-founder Jolyon White, produced by co-founder George White, with bespoke sound & music by co-founder Dominic White.