Cannes Lions

The Purest Picture

J. WALTER THOMPSON AMSTERDAM, Amsterdam / SPA / 2018

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Overview

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Credits

Overview

Description

The small town of Spa is set just outside a nature reserve in the Belgian Ardennes. This is the home of Spa mineral water - which claims to be the world's purest water. The rain that falls there is filtered through six layers of earth. After years of traveling underground, it results in the purest water in the world. The assignment was to proof how pure and clear Spa water is.

So to prove how pure Spa mineral water really is, we challenged top Dutch portrait photographer, Robin de Puy, to take a series of photos through a drop of Spa.

An innovation team was set the task of turning this natural element into a functional lens.

They had to build a unique camera from scratch, using a lens made of Spa water.

Execution

A documentary about how an innovation team created a new camera, and turned a pure drop of Spa water into a lens. The innovation team created a complete new camera around a pure drop of Spa. After testing, trying, and rebuilding we used basic technics like mirrors and diagram's and combined them with experimental technics, such as electrowetting.

But the most important part came from nature itself; the pure drop of Spa mineral water. So eventually we combined a natural element, with old and new technics.

Resulting in a series of portraits that almost look like black and white water colours. Together they prove the pureness of a drop of Spa.

The documentary was released 13th of June 2017. Prior to that the innovation team had 4 months of testing, trying and rebuilding.

Outcome

The result: a documentary about how a team created a new camera, and turned a pure drop of Spa water into a lens. Resulting in a series of portraits that almost look like black and white water colours.

Together they prove the pureness of a drop of Spa.

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