The World Without Balloons

Did you know that planet Earth could permanently run out of helium in about 100 years, and that our national reserves could dry up in as few as five? Yes, numerous studies show that the element that floats our festive balloons and makes our voices hilariously high is vanishing into thin air. What next? New research on the plummeting global supply of puppies?

In a weird way, it's crises like this one that can make us take action. Empty aquifers and dwindling oil reserves can be unfathomable, but finding that the price of balloons for your kid's birthday party has risen to hundreds of dollars might just jolt you awake. Hence this story: we wanted to capture the innocent beauty of helium at play while evoking its fragility -- to make your heart sink in tandem with the balloons. In the near future, these images will take on a new connotation of luxury that has nothing to do with the fabulous fashion brands on display. Deflating, isn't it?