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The manufacturing and agricultural industries both use vast amounts of clean water to produce goods, contributing to a global water scarcity problem facing our climate.
As a way of raising awareness around this issue, The Weather Channel approached us to help them visualize the “water cost” of various consumer products. The idea was to demonstrate to the general public that everyday objects cost more than just money — there is an environmental cost to bear as well.
We researched water cost and learned that items like denim jeans, beef steaks, plastic toys, and cotton t-shirts require an unexpectedly large amount of water to make. To show this, we created an installation that froze everyday objects in the volume of water it takes to produce them.
The result was four large ice blocks in the center of Piedmont Park in Atlanta. As the ice melted, the water was filtered and fed into a drinking fountain next to the sculptures. In addition to working with the Creative team on the overall concept, I directed this film that captured the installation and visitor activity over the course of the weekend.
Below, you’ll find additional social and digital content.
Making a difference. One drop at a time.
There are consumer products with such a high water cost that we could not physically include them in our installation. So, we harnessed the artistry of The Mill's VFX team to create digital versions of the installation, which ran on social media.
Most of the dialogue revolved around the water cost figure itself, as it is staggering (2800 gallons of clean water to produce one pair of jeans, for example). But I particularly appreciated the commenters who asked why we "wasted so much water to do make these videos."
Yet another testament to the power of well-crafted visual effects.
The Water Channel
As an extension of the original "Know the Cost" campaign, The Weather Channel changed its name to The Water Channel for a month. During this time, visitors who checked the forecast via the TWC app automatically unlocked clean water for those in need.
These digital spots were used to promote the activation. I wrote the script and directed the found footage edit, while also working with the Design team on an animated iconography treatment.
Executive Creative Directors: Rama Allen + Ben Smith
CD/Director: Ty Richardson
Producers: Mandy Agderian + Danika Casas
Brand: The Weather Channel
Agency: IBM Originals
Production Co: The Mill
THE WEATHER CHANNEL
KNOW THE COST
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