Nike Swim, ‘Deep is the Water’ was more than a campaign; it was a movement. 22 IMPACT supported Blu Edmunds in this groundbreaking project, challenging stereotypes and redefining representation in swimming. Our role covered casting, talent coordination, and ensuring Blu’s voice was amplified throughout. Shot across London, blending studio, underwater, and natural elements, the visuals were strikingly intimate. Featured in DAZED and VICE, the campaign gained major traction, making waves across Nike Swim’s platforms and even being showcased in Soho. A bold, culture-shifting statement.