Utah resident Austin Measles jumped from a airplane, crash landed at 70 mph, broke 52 bones, practically died…and all he bought was this awful t-shirt.
That’s the top-line description, Liquid Loss of life model, of an unimaginable survival story on the heart of the model’s new documentary movie, “Exhausting to Kill.”
The video, which clocks in at simply over 4 minutes, chronicles the tragic skydiving accident that occurred in Could and Measles’ first phrases after waking up from a coma: As a self-professed Liquid Loss of life superfan, he name-checked the canned water model with the punk rock angle.
By doing so, Measles inadvertently created the design for the merchandise through a scrawled message to his ICU caretakers.
“I’m a really hydrated man—I’m always ingesting water,” Measles says within the video. “And I used to be very thirsty, and I actually wished Liquid Loss of life.”
To his spouse, Haylie, his request for his favourite beverage was “a giant signal that he was himself,” regardless of the large trauma to his head and physique, she says within the brief movie. “He’s all the time been obsessed.”
A part of the proceeds from t-shirt gross sales will go to Measles’ medical payments and associated bills, per the model, which put his doodle on the entrance and a commemoration of his 52 damaged bones on the again. Measles, an journey sports activities veteran, says within the video that his observe document now consists of “3,000 profitable skydives and one unsuccessful skydive.”
Water for DMs
It was Haylie who made the connection between her injured husband and Liquid Loss of life, reaching out to the model with information of his spectacular headline-grabbing fall. Liquid Loss of life instantly despatched circumstances of water to his household, in accordance with Andy Pearson, the model’s vp of inventive.
A number of months later, a miraculously on-the-mend Measles despatched a direct message to the model as a thanks for the reward. He shared his scribbled notice from the hospital, and Liquid Loss of life execs thought it needs to be changed into art work for a t-shirt. (The model has labored with different followers, Pearson mentioned, together with a 6-year-old who obtained the usual grownup pay fee for drawing Licwid Deth Tee.)
Pearson’s group thought of making a social put up round Measles’ story however as a substitute fashioned one other plan. “We thought, ‘For the value of two airplane tickets, why don’t we simply fly to Utah and shoot a mini doc on the entire thing?’” Pearson informed Adweek. “So we did.”
Tonal shift
The model despatched a digicam operator and Johnny Eastlund, the chief producer with Liquid Loss of life’s in-house manufacturing arm Loss of life Machine, for a two-day shoot with Measles and his household.
The tone of “Exhausting to Kill” is barely completely different from the model’s typical provocative fare, although it’s not with out its gallows humor. It’s extra in step with the latest heartfelt “Not a Waterboy” marketing campaign than with earlier stunts involving Steve-O, “witch” docs and porn stars. Nevertheless it continues Liquid Loss of life’s acknowledged mission to provide leisure over conventional advertising.
“I don’t suppose we actually care what it does for us” as an promoting automobile, Pearson mentioned. “We simply wished to share a tremendous story and present Austin some love. After attending to spend a while with him, he actually is an unimaginable dude, and we want him all the very best.”
CREDITS:
Co-founder/CEO: Mike Cessario
Svp of promoting: Dan Murphy
Vp of inventive: Andy Pearson
Vp of promoting: Greg Fass
Vp of design: Franke Dresmé
Vp of cultwear: Misha Brunelli
Director, government producer: Johnny Eastlund
Senior producer: Tatianna Rodriguez
Senior marketing campaign supervisor: Tia Sherwood
Senior social media supervisor: Rachael Mumford
Editor: Tyler Beasley
Cinematographer: Jackson Montemayor
Gaffer: Ryann Race
Design director of merch: Adam Hedman
Scribbler: Austin Measles
