The embrace that ignites movement in stillness - shifting energy with the tension of transformation - progress in pressure.
Project — Brand Film
Creative Direction, Art Direction. Film Director. Action Script
For Client — Shakti. / Agency. Wrestler
Campgaign approach. In a crowded market saturated with quick-sell infomercial campaigns, Shakti needed to break through the noise and forge lasting relationships with a new approach to their brand storytelling and visual identity.
This campaign redefined Shakti's brand communication, infusing it with a distinctive tone of voice and a profound brand purpose to resonate with customers on a deeper level. Presenting a holistic lifestyle concept rather than simply selling a product, gave a wellness savvy audience something to believe in, adopt, and love by introducing Shakti as a way of life, not only a product but a practice, a journey, and a continuous path towards wellness.
Photographer —
DOP —
Creative Direction. A surreal film exploring a woman's journey of release through physical and mental challenges. As she interacts with the Shakti Mat, a lighting projection reveals her sensory exploration. Grounded amongst external turbulence. Each challenge she faces unlocks new pockets of her mind, which are depicted in a hyperreal environment. The film culminates in a metaphorical resolve where the merging of visual spaces symbolise the attainment of peace and clarity as body and mind find equilibrium.
Collaborators.
AP on Creative & Art Direction / Campaign Narrative and approach / Action Script /
Crew
Director — Ash Prier
Director — Brooke Benton
Strategy — Nik Jarvie-Waldrom
VO Script — Nik Jarvie-Waldrom
Producer — Hannah Malpas
Production Assist/Runner — Jack Harriss
DOP — Nolan Verheij
Photographer — Steve Boniface
Sound Producer — Gabe @milkbunstudio
1st AC — Mike Knudsen
Gaffer — Rob Kerr
Gaffer Assist — Angus Kerr
Edit & Colour — Paul Wedel
MUA — Natalee Fisher
Talent — Stella Dara