Utah resident Austin Measles jumped from a aircraft, crash landed at 70 mph, broke 52 bones, practically died…and all he obtained was this awful t-shirt.
That’s the top-line description, Liquid Dying type, of an unimaginable survival story on the middle of the model’s new documentary movie, “Laborious 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 Dying superfan, he name-checked the canned water model with the punk rock perspective.
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 continually ingesting water,” Measles says within the video. “And I used to be very thirsty, and I actually needed Liquid Dying.”
To his spouse, Haylie, his request for his favourite beverage was “a giant signal that he was himself,” regardless of the huge trauma to his head and physique, she says within the brief movie. “He’s at all times 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 file 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 Dying, reaching out to the model with information of his spectacular headline-grabbing fall. Liquid Dying instantly despatched instances of water to his household, based on Andy Pearson, the model’s vice chairman of artistic.
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 word from the hospital, and Liquid Dying execs thought it ought to be changed into paintings for a t-shirt. (The model has labored with different followers, Pearson stated, together with a 6-year-old who acquired the usual grownup pay charge for drawing Licwid Deth Tee.)
Pearson’s staff thought of making a social submit round Measles’ story however as a substitute shaped one other plan. “We thought, ‘For the worth of two aircraft 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 digital camera operator and Johnny Eastlund, the chief producer with Liquid Dying’s in-house manufacturing arm Dying Machine, for a two-day shoot with Measles and his household.
The tone of “Laborious to Kill” is barely completely different from the model’s normal provocative fare, although it’s not with out its gallows humor. It’s extra according to the current heartfelt “Not a Waterboy” marketing campaign than with earlier stunts involving Steve-O, “witch” docs and porn stars. Nevertheless it continues Liquid Dying’s acknowledged mission to provide leisure over conventional advertising and marketing.
“I don’t suppose we actually care what it does for us” as an promoting car, Pearson stated. “We simply needed 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 perfect.”
CREDITS:
Co-founder/CEO: Mike Cessario
Svp of promoting: Dan Murphy
Vp of artistic: Andy Pearson
Vp of promoting: Greg Fass
Vp of design: Franke Dresmé
Vp of cultwear: Misha Brunelli
Director, govt 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
