I want to throw water on everything. Our families. Our friends. Our colleagues. Our clients. Just to see how it changes everything and makes it totally new. Throw water on every idea just to see what happens. I unleashed a flood 400 times in three days on the beach at Cannes Lions for Instagram in the Waterfall Studio. Each one totally unique, like we are. Each one, a portrait of joy from all over the world. It was a parade of people from India and Germany, the UK and USA - and lots from eastern Europe and Israel and Scandinavia.
People entered through a corridor on the left side of the studio and signed in. They heard screams of joy on the other side of the wall, and heard the water rushing. They came on the set like climbing on a roller coaster that was going to end in a big splash. You know you are going to get wet, just not how wet or exactly when. It only lasted ten seconds. A burst of 12...15 frames.45 megabytes a shot. 1/1000 of a second. We all screamed out - the photographer to be heard above the sound of rushing water, the subjects from the joy of it all. The subjects then stumbled out drying off in various states of soaked. Some could not stop laughing. Others signed up for another ride.
The response to the images was overwhelming. The dare to get wet paid off in wonderful portraits - all unique. They instantly started appearing as everyone’s profile pictures from top social media and advertising execs to creatives. From Matt Jacobson and his wife Kristopher Dukes to Spoonface.