Make it aēras campaign

aēras water

Client: @aeraswater Creative Direction: @carolinenitsch with additional creative collaboration (name withheld by request)

Production company: @krpkrpkrpkrpkrp Executive Producer @KathleenRyannn Producer: Steph Carr @stephysea Executive Producer, Common Good: Julian Nieva @commongoodtv Photographer: @luismoraphoto Cinematographer: @camroden Digital Tech: @mori.arany Photo Assist: @noelaraquel Photo Assist: Thomas Lee 1st AC: @graemeade Gaffer: @macfiumana Props Stylist: @jssandrsn Props Assist: Ross Anderson Hair & Makeup Artist: @sabrinarinaldimakeup Wardrobe Stylist: @nadiapizzimenti Production Manager: @lucillevillamor Production Coordinator: @she.capturedit Production Assistant: @aangelicaortega Edit/Colour: @Camroden Studio & Equipment provided by @276sterlingstudio Lenses provided by @album.studios

Team

A cluttered desk with various items including two bottles of water labeled 'aerA's', a notebook, a microscope, a vintage camera, a remote control, a handmade Newton's cradle, and other miscellaneous objects, on a glass table with a blue rug underneat
Bottle of sparkling water, glass of water, bowl filled with ice cubes, butter, toast on a plate, on a stainless steel table.

The idea for Make It aēras came from my fascination with water as both a necessity and a luxury. We need it to live, yet the way we consume it can feel elevated and intentional. The campaign was built around that tension.

The butter and toast crystallized the idea. They are nostalgic and universally accessible, and by placing aēras within that ritual, the ordinary becomes considered. The sleep scene grew from thinking about The Princess and the Pea and the idea of comfort layered to excess. The workout concept was inspired by 90s fitness culture, when people used water bottles as makeshift weights. Each vignette reflects something accessible, presented with precision and polish.

I also considered the details, from the branded eye patches to the props and visual cadence. I had wanted to cast Mella because of her confidence and wisdom, qualities that embodied the ritualistic tone.

The graphic direction I drew from 70s film supers to create a cinematic, understated finish in the signature blue. I designed a hat that was an easter egg from our previous campaign Still or Sparkling? which is available to purchase.

Behind the Scenes