Wash Away by Atomic London

Bathstore has relaunched with campaign, ‘Washaway’ that shows a woman cleaning away digital build-up after a long day online.

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.

To a track by the American singer-songwriter Maggie Koerner, the woman washes away the digital build-up—signs of a long day spent online.