I’m constantly tripping about time. I’m astonished at how quick it can feel, how something that can feel so permanent, can just be barely remembered, marked only by your phone reminding you that you took this photo three years ago. It can make moments and life seem so fragile.

We created this spot to remind us of that. How time has been our greatest rival. How it moves without regard to anyone. How time can drag when you’re up one goal. And slip away like that when you’re trying to mount a comeback.

With the help of LAFC star, Carlos Vela, Kaiser wanted to set the stakes for us. On the pitch we’re only given 90 minutes. In life, we’re only given so much time. So that is why, we have to take care.


Partner: Dylan Simel
Creative Directors:
Alex Kaplan / Barry Katz