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2 July 2019

Water is Life

by Syd Briscoe

Lush: “We The Bathers” - 17 mins 22s

The oft-quoted adage 'water is life' provides the basis for this hypnotic short film for eco-friendly cosmetics brand Lush. Directed by Phoebe Arnstein, the project brings together people from all walks of life and all over the world with one thing in common: they bathe.

From a new mother reclaiming her body in the water to ritualistic bathing in the Buddhist tradition, it's a fascinating and unexpectedly insightful snapshot of different lives across the globe. With subjects across a wide range of races, genders, and ages, each with their own feelings about washing, this offers a thought-provoking reminder that physical self-care isn't just about getting clean.

It's easy to see where this campaign could have strayed into shallow territory and focused purely on the positive aspects of its topic, but Arnstein allows her subjects to speak candidly about their experiences without restraint. The final vignette, highlighting the plight of a Native American reservation whose water supply was contaminated by uranium, makes for a particularly sobering endnote.

Film Production: Annex Films Ⓟ Ⓦ
Director: Phoebe Arnstein ♀ Ⓟ Ⓦ
Producer: Basil Stephens / Danielle Smith-Rewse (Associate) / Natasha Jarvis (Associate)
Cinematographer: Amelia Hazlerigg ♀ Ⓟ Ⓦ (WPA Ⓟ Ⓦ)
Editor: James Smith-Rewse
Colourist: Tim Smith @ Cheat

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