Our creative projects have a funny way of lingering. An idea keeps rolling around in our head that we never find time to act on. That half-finished project is stuck in a notebook or a folder on our computer. We tell ourselves that we’ll get to someday, when there’s more time or we feel ready. Maybe what we really need is accountability.

Release Day on May 29th is our collective deadline to finally share that special thing we’ve been working on.

This story is part of a series celebrating people who participated in Release Day 2025. We hope their stories inspire you to join us this year.

Immy Hunter is a nature loving, freelance graphic designer and freediving instructor from North Devon, UK. As a passionate side quester, she founded Flow State Freediving to share freediving as a practice of slowing down, reconnecting with the body and exploring the ocean in a holistic, mindful way.

For Release Day 2025, she launched her freediving instagram account.

^{Screenshot from Immy’s freediving instagram.}

When Immy Hunter discovered freediving, it quickly became more than just a hobby.

She wanted to share her new adventure and what she was learning. But posting publicly was harder than she thought.

(Please note that this interview has been edited for length and flow.)

Interviewer: Tell us about the project you released.

Immy: For Release Day, I launched my free diving Instagram page. I had actually created the page before, but I hadn’t posted anything on it. I’d been free diving for about a year and a half and had become totally obsessed with it. I wanted a space to share my journey, but I didn’t want to overwhelm my personal Instagram with free diving content.

So, I created the page but I hadn’t really had the guts to properly launch it. When Release Day came along, it felt like a chance for me to treat this as like an official project.

“It was like an investment into something that’s going to grow in the future potentially.”

Interviewer: So, what is freediving?

Immy: Freediving is diving underwater on a single held breath. No scuba tank.

There are different ways to practice it. One is diving down a line attached to a floating buoy. That style is very internal. It’s about focusing on your body and breath, almost like meditation.

Then there’s more exploratory diving, where you swim around and observe marine life. What I love about freediving is that it allows you to experience the ocean in a very calm, non-invasive way.

^{Screenshot from Immy’s freediving instagram.}

Interviewer: What made Release Day the moment to finally launch?

Immy: The deadline was a huge part of it.

As a graphic designer, I’m used to working with deadlines for client work. There’s the structure and the timeline, like do this, then this, then this, because you have a start and an end.

I think like with a lot of creative projects, if you don’t ever say I’m starting on this day and it’s going to be finished by this day, then it never happens. Release Day gave me a month. That made the project feel manageable.

^{Photo of Immy and her partner.}

Interviewer: What was your biggest takeaway?

Immy: I think you should start things before you feel ready. The whole atmosphere around Release Day was very low pressure. The idea was just to release something. It didn’t have to be perfect. That mindset really resonated with me.

Interviewer: What did your process look like during that month?

Immy: I’m not the most structured person, I work when I feel energized. Bit I did set aside time and gave myself small goals each week. One week I focused on the visual identity. Another week I worked on content ideas.

Because the timeline was short, it stopped me from overthinking everything.

Interviewer: What did you do on Release Day to actually release your project?

Immy: We uploaded our projects and wrote a short description about them. That was actually really meaningful, it made the project feel official.

Then we had a group call where everyone shared what they’d made. People talked about their process and what they hoped might happen next.

It was really rewarding to finally present something that had previously only existed in my head.

Interviewer: What has happened since Release Day?

Immy: When I first launched the page, I had around 100 followers; mostly friends.

Over time it grew slowly, and then my partner and I started working on the page together. We began treating it more like a real project, posting more consistently.

Now we have nearly 7,000 followers and a growing community of people interested in freediving. We’ve also both become certified freediving instructors.

“It gave me a bit of confidence. if I hadn’t done Release Day then maybe I wouldn’t be where I am now.”

Interviewer: What would you tell someone thinking about participating?

Immy: Just do it. Releasing something, even if it’s imperfect, is always better than never releasing anything at all.

If it doesn’t work the way you hoped, you’ve still learned something. But if you never start, it’s easy to get stuck in decision paralysis.

“Start something before you’re ready.”

What are you going to release on May 29th?

Learn more about Release Day and join us