Behind the lens of Serve Local

02 Sep 2025

SEA Water is launching its new campaign Serve Local - shot entirely on film

The concept was developed in-house, directed by Teddy Cherim (who also directed SEA Water’s Just Like campaign), and produced by Pink Rabbit. Starring TikTok creator and actor Appie Mussa, the campaign uses humor and absurdism to question the logic of imported water, when local water is readily available.

Quote

What I love about Serve Local is that we’re telling an impactful story in a lighthearted way. It feels like vintage advertising, but with a modern twist. That makes it stand out against so much of what’s currently being produced. Appie’s timing and energy bring the humour, ensuring the message lands without being preachy.

Teddy Cherim

Campaign director

Watch our newest campaign here