Deep Blue
An epic adventure unites a group of friends in search of the perfect wave — and something greater than themselves.
The Story
From the perfect wave, to a fleeting photograph, this epic adventure film follows a group of friends as they pursue their own definitions of paradise, embodied by the Blue, only to discover themselves deeply changed once they find it.
The Case Study
Ralph Lauren, in partnership with L’Oreal, launched a new fragrance for men called Polo Blue. Our task was to capture the spirit of adventure and convey the scent through cinematic storytelling.
Our campaign built upon an epic surf adventure, transforming it into a powerful journey inwards. Lifestyle vignettes and snapshots from the road became episodes of the story, punctuated by big swells and surf scenes.
This campaign transformed the characters and their trip into a multi-platform storytelling experience. The travel format allowed us to explore facets of an exotic lifestyle, while taking our audience along for the ride in pursuit of the Blue.
“For the director’s cut of this film, I spent several months listening to archival recordings to use as voice over, before settling on one: an Alan Watts’ lecture about the Japanese concept: Yuugen, or the mystery of change.”
— Kendal Green
The Inspiration
Throughout his career, Alan Watts spoke on the nature of change as the only constant in life. He famously wrote: “The only way to make sense of change is to plunge into it, move with it, and join the dance.”
Using this is as the starting point of my story, I wrote a story of surfers chasing after paradise — and discovering that it is found in the here and now, in the ever-changing tides of life. My hope was that the story of surrendering to change, to the unknown, to the free fall of life creates a rich and emotional journey for our viewer, one that leaves them with a feeling of wonder.
