THE EXPERIENCE MAKER
THE AIRE EXPERIENCE
The ritual of water
The AIRE Experience (2015) is an audiovisual work conceived for AIRE Ancient Baths and considered one of the most significant milestones in emotional advertising in Spain.
The project proposes a contemporary reinterpretation of ancient bathing rituals, where the essence of AIRE is translated into sensory atmospheres designed to evoke different emotional states associated with the brand experience.
The piece consists of a main film and a series of capsules that delve into specific sensations. All visual and sound elements—including original musical compositions, wardrobe, and staging—were created specifically for this project, reinforcing its aesthetic coherence and immersive nature.
Shot in Barcelona, Seville, Almería, and New York, the project brought together a multidisciplinary team and adopted a visual language based on light, water, space, and rhythm, constructing a poetic experience far removed from conventional advertising codes.
Recognised as a turning point in the director’s career, The AIRE Experience consolidated a creative methodology rooted in sensitivity, artistic direction, and emotional storytelling. Its development coincided with the emergence of fashion film in Spain and contributed to shaping an experiential approach to brand communication, particularly within wellness, fashion, and lifestyle.
The project demonstrates how a carefully crafted aesthetic and a deep visual narrative can transform the perception of a service and create a lasting emotional connection with the audience.
Published in specialised media and cultural platforms, The AIRE Experience remains a key reference within the director’s creative legacy and in the construction of distinctive, sensorial visual universes.
The Project
The AIRE Experience was conceived with the intention of translating an intimate, physical experience into the language of cinema. Not as a descriptive exercise, but as a piece capable of condensing the atmosphere, rhythm and philosophy of AIRE into an audiovisual narrative with its own identity.
The campaign is structured around a 13-minute main film and fifteen complementary pieces. A general prologue and fourteen capsules that explore specific sensations such as breathing, feeling, calming, emerging, listening, imagining, loving, flying, dreaming, uniting, sharing, seducing, contemplating and enjoying. Each piece functions as an autonomous fragment, yet together they form a single, cohesive narrative universe.
Cinematic Language
The project deliberately distances itself from traditional advertising codes, adopting a language closer to cinema and contemporary art. The camera moves through spaces, time expands, silence gains narrative weight, and emotion emerges from atmosphere rather than explicit messaging.
Art direction articulates the entire narrative. Lighting, wardrobe, original music, and choreography were created specifically for the campaign, generating total aesthetic coherence. Water, architecture, and the human body become the true protagonists of the story.
An International Production
The AIRE Experience was filmed in Seville, Barcelona, Almería, and New York, integrating the architectural and cultural identity of each location into a unified narrative.
The baths become living scenarios, where the history of each building dialogues with contemporary audiovisual language. The production required a high level of cinematographic precision, conceived for silence and contemplation.
Each city adds its own texture to the story, reinforcing the international dimension of the project and its ability to adapt to diverse contexts without losing visual or conceptual unity.
Art, Body and Movement
More than 50 professionals participated in the project, coming from diverse disciplines: musicians, dancers, performers, models, and designers.
The body becomes a narrative language, expressing sensations through movement, pause, and presence. Flamenco, contemporary dance, classical music, and electronic sound coexist within the same structure, creating a cultural dialogue that runs throughout the piece.
The scenes are conceived as small performances that intertwine, overlapping in space and time.
A Pioneering Piece
At the time of its release, The AIRE Experience explored largely uncharted territory: fashion film applied to a wellness brand, with a clear cinematic ambition and a non-trend-driven approach.
It was conceived as a long-lasting work, capable of continuing to dialogue with audiences over time. Its development marked a turning point both for the brand and for the director’s career, consolidating a way of understanding communication through the creation of sensorial universes, artistic direction, and respect for cinematic language.
Legacy
The AIRE Experience was featured in cultural media, specialised publications, and international platforms, and continues to be referenced as a benchmark in the creation of audiovisual narratives for wellness, fashion, and lifestyle brands.
Beyond its original context, the project remains a statement of intent: a demonstration that a campaign can transcend its functional purpose and become an artistic experience with its own identity.
“I want a free air
Scents from another galaxy
Submerge in the deep
Surrounded by colours
Wrapped by the stars
I want your air I want a free air”
The story continues.