Taylor James New York

ABOUT

We were approached to craft FIJI water’s first campaign in five years, which introduces a bold new look for the brand. This would take viewers on a journey from the pristine clouds high above Fiji to an ancient artesian aquifer deep below the surface, to show how nature perfects every raindrop to create not just water, but FIJI water. With a mix of live action, CGI and VFX, and music composed by the legendary Hans Zimmer, we highlight what makes FIJI water unique in spots that are enticing, cinematic, and thirst quenching.

Everything about the four spots feels like nature has turned up your senses a couple of notches. It’s a heightened reality with embellished light and color. With safety and sustainability in mind, and with travel restrictions and limitations presented by the pandemic, the spots were shot on a soundstage. A team of about 40 crew members worked over two-days to faithfully replicate Fiji; all plants used are indigenous to the islands. The lava rock was built, we used rain towers and rigs, as well as a high-speed motion control camera, to create mesmerizing, flowing slow-motion scenes. Some live action was then embellished with VFX; the CGI blurs the lines of fantasy and reality. Upon launch, the campaign made a splash; it was featured in AdWeek, Ads of Brands, The Shelby Report, Cision, Little Black Book, and more. It can be seen on YouTube, Facebook, Instagram, Linear Cable, OTT/CTV (e.g. CW, Hulu, Pluto, Tubi, etc.), as well as through a targeted consumer print, digital & social campaign.

MADEIT CREDITS

  • FIJI WaterClient