Usually what triggers us the most are the things we can’t quite put our finger on, the hard to define yet so captivating and hypnotizing ones that, once noticed, seem to never quite leave our minds. They are ever present still never really there, stuck between consciousness and subconsciousness. With its new Smoke Campaign eyewear brand PAWAKA, founded by Jakarta born Fahrani Pawaka Empel, focuses on exactly that feeling of fluidity and ambiguousness. Working together with creative collective Duende the Berlin based brand created the short video “A Visceral Journey” as start of their Spring/Summer 2017 campaign, starring dancer, performance artist, and choreographer Tarren Johnson. Equipped with only a pair of PAWAKA glasses and a poem by writer Katerine Niedinger, the artist from Los Angeles tells a tale about the inbetween, reminiscing of smoke, the name giving element for the campaign, located somewhere between solid and liquid, constantly changing and evolving.
With glasses as transcendental as the mystic video, PAWAKA and its new collection not only take us on a trip through reality and dreamland but also highlights the power everything beyond our grasp holds – because ultimately those are the things keeping it all together, creating a non-visible but extremely noticeable change that PAWAKA just managed to put into products.
Videography by Viktor Sloth and Martin Strandgaard from DUENDE
