Paul Ward directs a riveting film for surf brand Mami Wata. The video for Luck Is Alive tells the story of an African surfer who is a believer in Animism, a sensibility prevalent among surfers throughout Africa. Animism is based on the idea that everything is sentient: that inanimate objects, plants, animals or even entities such as the ocean have a spirit or a soul, often in the sense of having ‘personhood’.The cinematic film is a cerebral, often intense experience, and blends documentary and promo aesthetics. The concept is driven forward by a compelling voiceover and breathtaking sound design, which brings the enigmatic narrative to life. Demonstrating an animistic sensibility through the concept of luck, the line, ‘Luck is Alive’, encapsulates this way of relating to the world: a sense of the aliveness of chance, and by believing in luck and that luck is alive, luck can lead you to be lucky. It is through his belief in luck that our protagonists is lead to the water, and where main character Damme Samb finds ultimate freedom.
Rob Ulitski - 2 days ago