Global – We The Bathers is an emotive campaign film that explores the different types of relationships humans have with water.
Directed by Phoebe Arnstein, the 17-minute documentary for beauty retailer Lush invites viewers to step into various individual's intimate bathing routines, as they share personal musings on washing and cleansing. The slice-of-life vignettes feature real people, including a grieving father in Sicily, a Buddhist in Japan, and a new mother in Margate working through post-natal depression.
The idea for the film came from the brand’s chief digital officer Jack Constantine, who had spent time researching Japanese bathing culture and questioned which other bathing rituals existed around the world. The film uses water ‘as a portal to explore the fragility of humanity’ as well as to cleanse, contemplate and connect.
With this campaign, Lush is prioritising quality over quantity, asking its fans to dedicate their focus to a highly intimate, 17-minute-film.