More Floats Ads
Finding tranquility & unlocking creativity.
Having enjoyed sensory deprivation tanks many times and even spoken about how we’d love to create imagery in that environment, we were so inspired when Bryce Evans of More Floats approached us to create an ad campaign for his marketing agency. The time had finally come!
From what Bryce shared with us and what we noticed in our preliminary research, this was a unique opportunity to raise the bar for the quality of the visuals in this industry. We decided to take a short narrative approach to feel relatable while weaving in intimate, artistic shots to evoke the rich emotional experience of being in the tank — crafting an immersive video experience.
Closeup was the name of the game: water textures, faces and different body parts, going as close as seeing the water droplets on their skin. We also wanted to play with color and glowing light to convey the feelings of awakening and peace that so many floaters can attest to.
With over 1500 pounds of magnesium salt, the sensory deprivation tank will take the weight right off, creating a unique atmosphere of stillness and deep rest that’s felt for days afterwards.
To guide the creative direction of the project, we decided to focus our vision on how float therapy supports relaxation as well as creativity, though it offers a variety of benefits — which you can learn more about in this blog post on the interviews we also produced for More Floats. Our two short narratives revolve around the archetypes of the office worker looking to destress and the visual artist looking for inspiration.
This was also our first client project shot outside Quebec! We were offered a space at Mellow Float, a unique float center right outside of Hamilton, Ontario run by the lovely Stephanie, with float tanks of different shapes and sizes.
Shooting in such a location is not without its challenges: the room is dark to create the right ambiance, it’s also quite tight, and the salt water… well, it makes everything quite slippery. Keeping our crew and gear as light as possible (but our creativity on overdrive), we made the magic happen.
Unlocking Creativity:
Re-entering the Cocoon
From Stress to Serenity:
Shifting Your Inner World
-
Creative Director: Liana Carbone
Producer: Anthony Liscio
Director: Fedya Vinkovetsky
DOP: Andrew Main Oster
Production Asst: Alessia Pizzanelli
Models: Carina Francioso, Lahan Sivaguru (ANM Management)
Production: HAVEN creative space
Location: Mellow Float
