www.lifewtr.com

LIFE WTR is premium bottled water brand committed to advancing and showcasing sources of creativity. A platform for artists to make a difference, it allows their creations to be seen and their voices heard and offers them the opportunity to share their stories. LIFE WTR’s first priority is the discovery of artists whose art will be featured on the bottle, allowing the treatment of the bottle as a canvas. The brand aims to discover, mentor, elevate, financially support and devote quality time to artists, and offer them access to mentors, influencers and educational opportunities. By encouraging authentic expression, LIFE WTR creates opportunities to mentor younger generations and encourage community engagement. Rolled out in various regions across the world, LIFE WTR regularly launches a new series that is focused on a set theme.

For LIFE WTR, my task begins with the development of the proposed theme and the identification of artists whose trajectories correspond to that theme. After close conversations with LIFE WTR, a shortlist is finalised before I reach out to artists to discuss the collaboration, and oversee agreements, deadlines and processes. I then work with the artists over the course of their artwork development, providing constructive feedback and liaising with the LIFE WTR design team on the execution. Once the design is finalised, I contribute to the visual and editorial production of short films and identify ways in which LIFE WTR can support the artists’ careers via grants. I help ascertain the right moments in the art and culture calendar for its launch, as well as details surrounding the unveiling.