• 3.5.15

    Ars Thanea Gets Extreme

    Our technology has given us the freedom to explore our world in new ways and connect with each other seamlessly. Our devices are integral to how we interact and as we bring technology into every facet of our lives we place these devices at risk. Each venture on the other side of home’s door contains the potential to destroy those devices, but why should we hold back because we’re afraid of the fragility of what’s in our pocket? Our phones and tablets are supposed to open new experiences, not hinder them.

    LifeProof cases solve a lot of the problems that active tech users find. Protecting against water, dirt, extreme temperatures, and shock, these cases wrap around all types of different phones and tablets so that anyone can bring them along on their adventures. The trick is to spread their message in a way that’s as exciting as the experiences LifeProof’s cases enable. “Whatever happens: it’s your story, it’s your experience and you can keep your phone close to you at all times,” explains Marcin Molski from Ars Thanea, the studio that created LifeProof’s latest line of advertisements. “It could be extreme, and it’s still fine.” Using extreme sports as a backdrop to highlight each of the protections that LifeProof offers, Ars Thanea used a series of photographs to simulate time lapse photography to show the action in a still composition. “All the actions show situations where you can lose the phone,” explains Aleksandra Watras at Ars Thanea, but the athletes aren't worried about it. Instead, they can focus on what they're doing.

    Each sequence shows the athlete stumbling or falling, only to pick themselves off and keep going. As the ads say, “Leave Nothing Behind!” In training that statement means that you give everything you have, always performing at the highest level possible, which is what LifeProof cases are enabling. The training continues, regardless of the stumble, and the athlete gets to write their own future, instead of considering the safety of their device. "We show different poses for each person because it shows their story,” says Marcin. A story that's possible because of LifeProof's cases.

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