Bathstore relaunches with new campaign from Atomic London focusing on the stresses of our modern digital world

A campaign by Atomic London

‘Washaway’ is a film created by London agency Atomic showing a woman washing away the digital build-up after a long day online. Constantly surrounded by content and data with non-stop communication throughout our busy days, this is a feeling that we can all relate to.

In ‘Washaway’, a film directed by Grand Prix at Cannes winner Jaron Albertin, a woman studies her reflection in the bathroom mirror and finds her skin covered in tweets, texts, emails and other digital material, which was individually hand-painted by award-winning body artist, Emma Cammack.

The film runs to a track by the American singer-songwriter Maggie Koerner. 

Speaking about the film, Dave Henderson and Guy Bradbury of Atomic said: “The average person now scrolls through an incredible 93 metres of digital information with their thumb, everyday. The bathroom is probably our last place of true sanctuary, and a great shower can be so restorative, cleansing not just our bodies but our minds, too. As we know, this has never been so important.”