This film was born out of a long standing fascination with Masaru Emoto’s work. When the agency came to us with a water brand, we jumped at the chance to try and weave a deeper message into the communication. In a nutshell – Emoto discovered that by exposing water to human thoughts it changed its structure. Water exposed to the words “I hate you” formed a distorted and incomplete crystal, where as loving and kind thoughts produced an array of elegant and perfectly formed crystals – which begs the question – if our bodies are made up of at least 70% water – imagine the effect that our thoughts have on our bodies.
About the Author
Nicole Maria Ackermann My directing career kicked off with writing and directing theatre, I found that I had passion for creating beautiful, emotional narratives. I went onto the study film at Wits University in Johannesburg South Africa and completed part of my honors year through a scholarship program at Tisch, NYU. I immersed myself in the world of advertising through years of creative research and a stint at TBWA/Hunt/Lascaris before directing commercials. I started off my directing career in the directing duo, (PHI Collaboration), gaining a plethora of knowledge from the partnership. But I am now flying solo in the world of film and advertising. I am a passionate, detail obsessed storyteller. I strive to create a unique visual style for each piece of work that I do, and have a strong intuitive approach to storytelling and performance.
