{"id":25083,"date":"2022-12-21T18:34:09","date_gmt":"2022-12-21T18:34:09","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/21\/liquid-death-fan-survives-skydiving-crash-gets-a-t-shirt\/"},"modified":"2022-12-21T18:34:09","modified_gmt":"2022-12-21T18:34:09","slug":"liquid-death-fan-survives-skydiving-crash-gets-a-t-shirt","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/21\/liquid-death-fan-survives-skydiving-crash-gets-a-t-shirt\/","title":{"rendered":"Liquid Death Fan Survives Skydiving Crash, Gets…A T-Shirt"},"content":{"rendered":"

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Utah resident Austin Measles jumped from a plane, crash landed at 70 mph, broke 52 bones, nearly died\u2026and all he got was this lousy t-shirt.<\/p>\n

That\u2019s the top-line description, Liquid Death<\/a> style, of an incredible survival story at the center of the brand\u2019s new documentary film, \u201cHard to Kill.\u201d<\/p>\n

The video, which clocks in at just over four minutes, chronicles the tragic skydiving accident that happened in May and Measles\u2019 first words after waking up from a coma: As a self-professed Liquid Death superfan, he name-checked the canned water brand with the punk rock attitude.<\/p>\n

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By doing so, Measles inadvertently created the design for the merchandise via a scrawled message to his ICU caretakers.<\/p>\n

\u201cI\u2019m a very hydrated guy\u2014I\u2019m constantly drinking water,\u201d Measles says in the video. \u201cAnd I was very thirsty, and I really wanted Liquid Death.\u201d<\/p>\n

To his wife, Haylie, his request for his favorite beverage was \u201ca big sign that he was himself,\u201d despite the massive trauma to his head and body, she says in the short film. \u201cHe\u2019s always been obsessed.\u201d<\/p>\n

Part of the proceeds from t-shirt sales will go to Measles\u2019 medical bills and related expenses, per the brand, which put his doodle on the front and a commemoration of his 52 broken bones on the back. Measles, an adventure sports veteran, says in the video that his track record now consists of \u201c3,000 successful skydives and one unsuccessful skydive.\u201d<\/p>\n

Water for DMs<\/strong><\/h4>\n

It was Haylie who made the connection between her injured husband and Liquid Death, reaching out to the brand with news of his spectacular headline-grabbing fall. Liquid Death immediately sent cases of water to his family, according to Andy Pearson<\/a>, the brand\u2019s vice president of creative.<\/p>\n

A few months later, a miraculously on-the-mend Measles sent a direct message to the brand as a thanks for the gift. He shared his scribbled note from the hospital, and Liquid Death execs thought it should be turned into artwork for a t-shirt. (The brand has worked with other fans, Pearson said, including a 6-year-old who received the standard adult pay rate for drawing Licwid Deth Tee<\/a>.)<\/p>\n

Pearson\u2019s team considered creating a social post around Measles\u2019 story but instead formed another plan. \u201cWe thought, \u2018For the price of two plane tickets, why don\u2019t we just fly to Utah and shoot a mini doc on the whole thing?\u2019\u201d Pearson told Adweek. \u201cSo we did.\u201d<\/p>\n

Tonal shift<\/strong><\/h4>\n

The brand sent a camera operator and Johnny Eastlund, the executive producer with Liquid Death\u2019s in-house production arm Death Machine, for a two-day shoot with Measles and his family.<\/p>\n

The tone of \u201cHard to Kill\u201d is slightly different from the brand\u2019s usual provocative fare<\/a>, though it\u2019s not without its gallows humor. It\u2019s more in line with the recent heartfelt \u201cNot a Waterboy<\/a>\u201d campaign than with previous stunts involving Steve-O<\/a>, \u201cwitch\u201d doctors<\/a> and porn stars<\/a>. But it continues Liquid Death\u2019s stated mission to produce entertainment over traditional marketing.<\/p>\n

\u201cI don\u2019t think we really care what it does for us\u201d as an advertising vehicle, Pearson said. \u201cWe just wanted to share an amazing story and show Austin some love. After getting to spend some time with him, he really is an incredible dude, and we wish him all the best.\u201d<\/p>\n

CREDITS: <\/strong><\/p>\n

Co-founder\/CEO: Mike Cessario
Svp of marketing: Dan Murphy
Vp of creative: Andy Pearson
Vp of marketing: Greg Fass
Vp of design: Franke Dresm\u00e9
Vp of cultwear: Misha Brunelli
Director, executive producer: Johnny Eastlund
Senior producer: Tatianna Rodriguez
Senior campaign manager: Tia Sherwood
Senior social media manager: Rachael Mumford
Editor: Tyler Beasley
Cinematographer: Jackson Montemayor
Gaffer: Ryann Race
Design director of merch: Adam Hedman
Scribbler: Austin Measles<\/p>\n<\/p><\/div>\n