charity: water

charity: water · "Football Takes Water"

The Football Takes Water project, produced by charity: water in collaboration with agency Fire Kite, bridges the gap between daily infrastructure challenges and the global sport. This public awareness campaign centers on a live-action narrative that follows a young boy navigating a red dirt sports field with a yellow jerrycan, drawing a parallel between athletic play and the necessity of water access. Executed with a documentary-style approach, the film utilizes natural light to frame the outdoor environment against a backdrop of sparse terrain. The narrative avoids heavy artifice, leaning instead into the visual contrast of the dusty field to underscore the project's focus on non-profit storytelling.

charity: water · Splash Pad

Charity: water addresses the global water crisis in the campaign 'Splash Pad,' a project produced by agency Fire Kite. The film utilises a powerful visual metaphor by placing children in a suburban splash pad filled with muddy, contaminated water to contrast familiar play environments with the reality of unsafe drinking sources. The execution relies on a warm, cinematic aesthetic, capturing the scene during golden hour to maintain a high-contrast visual tone. This live-action technique is paired with AI image generation to frame the sobering narrative, juxtaposing bright, sunny imagery against the project's core message regarding clean water access.

charity: water · Sleep for Water