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18 June 2019

The Buddy System

by Syd Briscoe

AXA: “Cold Water” - 77s

AXA promise to be in their customers' corner with this intriguing film. Directed by Yags, the ad focuses on a group of open-water swimmers - all women 'of a certain age' who find empowerment and community in their unusual hobby. It's a dangerous sport to undertake solo... and, well, why would they want to with friends like these?

An atmospheric opening in the wee small hours - partly lit by headlamps - transitions into a more upbeat affair with the help of a jazzy soundtrack, as the camaraderie the swimmers have becomes clear through their genuine affection for each other. The focus on texture throughout - sand on skin, wool around fingers, cold waves lapping at feet - is particularly evocative.

Creative: Hannah Cunningham / Beth Grace
Film Production: Prodigious Ⓟ Ⓦ
Director: Yags Ⓦ (OB Management Ⓟ Ⓦ)
Producer: Sarah Hall
Cinematographer: Luke Jacobs
Editor: Liam Bachler @ tenthree Ⓟ Ⓦ
Colourist: Matt Turner @ Absolute Post Ⓟ Ⓦ
Location: Pembrokeshire, Wales

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