If fate shuts you out, you can either surrender or take a risk to flip the odds in your favor. There’s no such thing sure bet, but this is a sound one: your story can shift when youre properly hydrated with ionized alkaline h20. So, If there’s a rulebook, rip it. If doubt, eat it. If parched, supercharge it. It’ll change it. 

We launched “Change the Equation”; Essentia’s new brand platform that serves as a provocation to all by taking over the hottest pressure cooker for risktakers; New York City.

Our three films, made in partnership with  director/ photographer, Vincent Haycock and DP, Ryan Marie Helfant, dwell in the delicate balance between glory and failure. This is not sport as we know it, but somewhere between everyday and spectacal, ritual and revelation.  It’s a mantra of defiant endurance recast as Abramović-esque performance art.

Throughtout the summer months, we took our provocations into the wild, weaving the Change the Equation POV and bold, technical design system in to the fabric of NYC through traditional media and bespoke artifacts.

Bespoke
“If Thirst, Quench It” emergency hydration outfit by @gabbois

vincent haycock, director/stills photographer
ryan marie helfant, dp
sam ostrove, editor, cabin
nicole,  editor, cabin
dante pasquinelli, color  
parlament, vfx
q department, sound
please call me champ studio, animation