BREATH FOR ALL
Client: ALIMA USA
Year: 2023
In Sub-Saharan Africa, the lack of funds for medical equipment and oxygen is the leading cause of death of millions of patients with entirely treatable respiratory diseases. ALIMA, a locally led NGO, has been addressing this issue for over a decade. Despite its records, the NGO is not well-known and needs visibility to continue its work.
They needed more than an ad…
My role: Independent Creative Director/Creative Producer
Together with: Stephanie Johnson & Neda Azarfar
Partners: SixNFive, MassiveMusic, Nazar Works
More than an ad.
Anxiety and depression are spiking like never before. How can we engage an audience overwhelmed by their own issues to connect with a faraway cause?
BY GIVING THEM SOMETHING THEY NEED TOO. BREATH.
While patients in Africa lack access to medical oxygen to breathe, People are forgetting to breathe. To the extent that many are paying to be reminded to do so. This phenomenon explains the rise of interest in breathwork practices, which have surged by 40%, driving growth of $4 billion in the app market.
We decided to connect these two dots and offer people a reminder that breath is a gift that you can give to yourself and to others.
That’s how we decided to create a series of artful films that are actually breath-work exercises.
Being thumb-stopping and intentional was crucial. We partnered with Six N. Five, to reimagine three Sub-Saharan landscapes based on areas ALIMA attends to in their surrealistic style and created original animations for each breathwork exercise.
UNWIND
The last motif is an end of day breath work inspired by the starred nights one can only witness in Sub-saharan Africa - region where there is little light pollution.
In this exercise, the length of the inhale and exale differs to help you relax our body and mind by push out into space the stress of the day.
TAKE A MOMENT TO BREATHE. TAKE A MOMENT TO GIVE.
Each ad comes with a unique animation and sound design. Inviting everyone to take a moment to reconnect with their breath and this way to the world around them.
REFRESH
A meditation to re-energize oneself in the high of the day inspired by the lush landscape of Congo - one of the areas where ALIMA is active.
This meditation invites you to inhale deeply and slowly and then to exhale with power and speed.
RISE
The first one is inspired by the unmistakeable red Sunrise that is characteristic of many of the Sub-saharan savannas.
The purpose of this breath work is to enhance focus.
An immersive experience with 8d sound.
The hero asset of our campaign was a longer film with a relaxing meditation to increase awareness, of self and of our cause.
MassiveMusic created a bespoke 8D soundscape blending ambient nature sounds and regional instruments synched to each breath exercise to complete the multi-sensory journey.
BREATH OF ALL ON THE STREETS
A capsule apparel collection featuring the art of the films and the message helped bring legs to our campaign and took ALIMA to the streets.
The collection included hoodies, t-shirts and sweatshirts featuring Six N. Five art as well as the campaigns message.