Water balloon beauty

In a new spot for Schweppes, something as simple as a bursting water balloon becomes a ballet of exquisite beauty. Using high-speed cameras and actors, and almost no visual effects, director Garth Davis creates a stillness filled with potential, capturing tiny moments of time that could be chaotic but in his hands become crackling, magical pockets of unreleased energy. The soundtrack couldn’t be more perfect (“To Build a Home” by The Cinematic Orchestra), easing into the sound with naked piano chords that elevate in tempo and intensity as the balloons begin to explode.

The mesmerizing quality of the spot leads to the brand reveal at the end, which disrupts the flow somewhat – the viewer must reach for the connection to a company that makes tonic water – but it’s easy to reason that away by simplifying the message to fizz-bubbles-popping balloons. If one goes further it becomes a bit more complicated – are we talking about refreshing? Celebratory? Childlike? Perhaps, but for a product that is normally mixed with booze, maybe those aren’t the connections we are looking for.

A great interview with the director is featured on Creativity Online today. It’s wonderful insight into the work that goes into making this work of beauty.