lifestyle

PROJECT: Flag

TITLE: M/Y FLAG

CLIENT: Burgess Yachts

BRIEF: This project was all about superyacht charter. We were asked to showcase the yacht for charter and illustrate the FLAG experience in an emotive way with both photos and film. The client said “We are trying to attract a rich, cool and young-ish crowd to FLAG so think luxury, relaxation, summer, sun, sea, wellbeing, healthy, good food, good wine, good times”

CREATIVE STRATEGY: We clearly had to work on a strategy that bought this yacht to life, full of action, people having a good time, and enjoying everything the yacht offers. At the same time we had to show the spaces guests can enjoy while onboard. For the film it was obvious the music was going to have to play a major part, something catchy with a bit of energy to carry the viewer on the right journey . A journey that needed to be uplifting, happy and communicate a sense of summer living, fun and good times.

CHALLENGES: No Models were to be used on the shoot. Normally crew and ‘rent a crowd’ on shoots don’t deliver what is needed for a professional outcome. Crewing a yacht is a skill all by itself, being in front of the camera and ‘acting’ is a totally different one. Fortunately the brief helped us overcome this problem because we were able to create a number of fun scenarios that were perfect for the crew to ‘model’. We also photographed the social scenes in away that placed little emphasis on the crew identities.

OUTCOME: The film is what stands out for us on this shoot and this is probably because film is the perfect medium to deliver the type of brief. The film combines so many fun and good times elements in to a packed few minutes and really nailed the brief for the client. The photos of course are great but when you really need to sell the emotion of summer fun nothing can quite beat like natural sounds, cool music, great shots and people having fun…

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PROJECT: O'Ptasia

TITLE: “We want to charter the superyacht we have just built”

CLIENT: Golden Yachts

BRIEF: Golden Yachts have a pretty unique formula.  Not only do they build superyachts for sale, (aren’t they all) but, they have a clear mission of promoting them for charter via Atalanta Golden Yachts. So, unlike other builders, they knew they would need the film and photo resources to promote O’Ptasia in the competitive charter market for long after the shoot. This formed the essence of the brief – deliver us a lot of great technical and lifestyle media but wrap it all around an experience. 

CREATIVE STRATEGY: We realised the best way to meet the brief was to break the shoot down into scenes that can both stand alone or combine to form a complete story. To do this we specifically selected two models, who were friends with each other, so they would be 100% relaxed with the need to be flexible over the four-day shoot. We then concentrated on developing a full range of lifestyle and technical scenes. For the film, these scenes were to be linked through creative transitions inspired by the shoot.

CHALLENGES: As it turned out, the biggest challenge with this shoot was the rain and wind. It just goes to show that even in the Greek Islands nothing is certain. This really put pressure on everyone to deliver in the time we had available.  Fortunately, we had done the right planning pre-shoot and assembled the right team to make the shoot a success.

OUTCOME: Soon after the shoot the yacht and photos fought off the competition to hit the cover of Boat International and featured heavily inside, so we call that a result!  Since then we have gone on to supply the client a steady stream of custom edited photos and films to feed their social media machine. The great thing is, because we planned it right, there is still a large amount of content to come from this shoot.

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PROJECT: Radyca Brand Film

CLIENT: RADYCA Design - Miami. The only US designer to be featured in the Boat International 2019 Interiors book.

BRIEF: Hot on the heels of just completing the interior designs of the Heesen built Laurentia and the Benetti built Botti, designer Ramon Alonso knew he had to keep the momentum moving forward for his company RADYCA.  It turned out that RADYCA does more than ‘just’ superyachts. Ramon and his team have completed many land-based projects including apartment buildings, offices and cinemas.  So, with content from two yacht shoots in our back pockets we headed to Miami to shoot the complete RADYCA story.

CREATIVE STRATEGY: Upon meeting Ramon we soon realised his own story needed to form the basis of the creative strategy. So, we worked with him to develop and range of topics that he could sit and discuss with us while the cameras rolled. These topics and his views then drove what else we needed to capture to complete the big picture. Ramon’s team also became central to the story as it was clear his business culture is a great point of difference. 

CHALLENGES: The sweat on Ramon’s brow as he was put on the spot to talk about himself and his business was the biggest challenge ;-) ….  Whilst many on social media seem to love nothing but talking about themselves, it’s definitely not easy. Making the interviewee feel at ease and natural is by far the single biggest challenge when it comes to projects like this.

RESULTS: Two things helped us overcome the challenge of Ramon’s brow – a genuine interest in him and his business plus making the whole filming process fun and relaxed.  We often find possessing these abilities will ensure the results begin to flow.  What was more important in this case was the culture at RADYCA was clearly fun and relaxed, so we needed to convey that in the film.

OUTCOME: We produced a main film and some shorter versions for social media. By pulling in key content to support Ramon’s words the films guide the viewer through the story of his business. We hope you enjoy it.

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PROJECT: Moonen Yachts

CLIENT: Moonen Yachts

BRIEF: Create a film to support the launch of a new phase in the Moonen brand development. This new phase shifts their marketing focus towards the demographic defined by the ‘Modern Gentleman and Woman’. This target market is younger than their traditional market.

CREATIVE STRATEGY:  Traditionally, superyacht builders tend to focus their brand films on who they are, what they do, why they do it, their yachts, their people, their skills and how all of these benefit potential clients.  In keeping with Moonen’s change of focus, away from their traditional market, we suggested a departure from the traditional superyacht builder brand film. Something that doesn’t focus on yachts and shipyards. With this in mind, the concept of family separation ending in the one perfect place – a Moonen yacht – came to mind.  The separation would come to life through two different journeys.  Each journey would allow Moonen to associate their brand with the target profiles – a successful, self-made couple with a keen sense of style who appreciate the qualities that come with a Dutch built yacht. A couple who value their time together as a family, above all else, and how their Moonen yacht simply fits the life they want.

CHALLENGES: Like many projects, the creative idea sounded simple but, like many, the execution was not without its challenges – time, budget and resources were all stretched to the max on this one.  For the idea to really work we needed two different starting locations, plus they needed to identify with the target market.  We also wanted to use different forms of transport and brands to associate complementary brand values, and perceptions, to help illustrate the world Moonen yachts and their owners live in.

THE RESULT:  London was selected as one starting point to illustrate the separated, busy and hectic life of a successful international businessman.  A family villa in the French countryside was used to illustrate a quiet family base.  The separation depicts the life of many in today’s world.  The story develops to leave this life behind and to be together as a family, because this is more important, above all else.  The journey ends showing how it’s their Moonen Yacht that is the one place in their life they choose for this special reunion.

THE OUTCOME: A 2min 30sec film supported by two shorter versions for social media use and a collection of photo images to support the strategy.

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PROJECT: Millennium Cup Regatta

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CLIENT: New Zealand Millennium Cup Regatta 2019

Ok, so this event may currently be the smallest superyacht regatta around but heck it definitely punches above its weight when it comes to relaxation, fun, and destination magic.  What’s more, with the America’s Cup, taking place in NZ early 2021, this regatta is going to be the one you have to be at.  I guess coming from New Zealand we are little biased but, having also regularly been to every other superyacht regatta over the last 15 years, we have earned the right to an opinion.

We cut our teeth at this regatta back in 2003 and have been shooting it ever since. Now as Silver Sponsors we continue to make this a permanent fixture in our shooting calendar.  When it comes to shooting a regatta the greatest challenge, and yet also the greatest buzz, is how nothing can be planned.  You have to roll with what’s in front of you, then use your wits, and your experience, to put yourself in the best possible position to get the perfect shot.  Unlike brand shoots or yacht shoots there is no script or shoot list.  Whether it’s from a helicopter, a rib, on-board or on land, you have to make it work and we love it.

Enjoy this collection of images from earlier this year. If you would like any then check out our media bank at: www.breedmediabank.com/-/galleries/regatta/2019-millennium-cup where they are available with a 30% discount for a limited time.

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PROJECT: Home

CLIENT: Heesen Yachts

BRIEF: To photograph and film the yacht Home for Heesen Yachts highlighting the near-silence owners can enjoy onboard when underway. Home has the capacity to sail in different modes. One is hybrid mode. For this power is derived purely from the yachts’ e-motors and generators. Hybrid Mode is beautifully silent, with maximum noise levels in the owner’s stateroom reaching just 46 dB(A) – the sound of softly falling rain.

CHALLENGES: The two most significant challenges with this shoot were

a.     Finding out two days before the shoot the yacht would only be able to leave the dock once and only stay out long enough to complete the aerials.

b.     Coming up with a new creative strategy within two days that still met the brief.

CREATIVE STRATEGY: Sitting in a local coffee hangout we had a brain storm with the client about how to work with the new challenges we faced. We found out that the client had a connection to a local Ducati motorcycle rider and the whole concept grew from that single spark.  What was even better, the rider was a woman. This presented us with an opportunity to show a strong, independent woman in control of her life as a superyacht owner.

We would follow her journey from a helicopter to a motorbike, through the city to the yacht. The idea being to show the contrast between the hustle and bustle of the city and the silence of the yacht.  When she steps aboard she transitions to a life filled with a calmness and tranquillity only possible on her Heesen.

The soundtrack was a key component of this film. We worked to record and add city noises into the beginning of the film – the sound of the helicopter, motorbikes, cars and sirens of the city. Once the woman is on board the yacht and the doors close behind her the soundtrack transitions from rock music and sounds of the city to classical music and natural sounds of the water and birds.

OUTCOME:

250+photos, 2.5 minute film & 1 social film

 

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PROJECT: Bannenberg & Rowell

CLIENT: Bannenberg & Rowell

BRIEF: To create a film that clearly communicated the culture and ethos of Bannenberg & Rowell. The film was to be something they could use as part of the pitch process.  ‘Human and humour’ were the words they gave us - the shortest brief we have ever received.

CHALLENGE: There were two challenges for us:

1) The main challenge lay in finding a style of filming that matched the personality of the business and complimented Dickie and Simon’s words. They are so eloquent that it was not difficult to get the right words out of them (although sometimes it was difficult getting short answers :-)).

2) There was also the challenge of balance. The film needed to communicate the heritage of the company and the fantastic foundation created by the late Jon Bannenberg balanced with how the company has evolved under the leadership of Dickie and Simon.

CREATIVE STRATEGY: We began by writing an interview that would shape the film and communicate some of the DNA of Bannenberg & Rowell.  Then we employed a style of filming that consisted of many handheld shots, some shifting focus, together with abstract shots to deliver a personal touch and communicate the studio’s creativity in a visual way. We also selected an edgy backing soundtrack to match and enhance the visuals.

At the start of the film we incorporated some old footage with a voice over by Jon Bannenberg, supplied by Dickie, to give a sense of the heritage of this studio. We then very quickly turned the focus to Simon, Dickie and the culture of the studio today.

OUTCOME: A 2.5 minute film that Bannenberg & Rowell have been using privately to promote their studio.

FEEDBACK FROM CLIENT: "We love the film the Breed guys made for us (apart from hearing the sound of our own voices). We were very keen to avoid corporate stuff and / or fake shots of people earnestly studying drawings and samples which can often be a default with these videos. Breed avoided all these traps and have made us something we are happy to show our clients." Dickie Bannenberg.

 

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PROJECT: The St Barths Experience

CLIENT: St Barths Bucket Regatta

GOAL: To produce a film that will firstly help grow the St Barths Bucket further, and secondly help attract new people to the lifestyle only a superyacht can provide. 

OBJECTIVE 1: Illustrate how time spent in St Barths during the St Barths Bucket is not just about three days of epic superyacht racing. It is a unique lifestyle experience for participants, guests and visitors alike. 

OBJECTIVE 2: To create a digital marketing campaign so the film is viewed by the target market and the desired message is communicated. 

CHALLENGE: Sadly, Hurricane Irma created a number of logistical challenges for this shoot with many destinations not available for filming. 

CREATIVE STRATEGY: St Barths, during the Bucket Regatta, offers a multitude of experiences. From luxury fine dining, shopping and relaxed beaches, to more adventurous pursuits like quad biking and water sports through to racing and partying onboard superyachts. With the Bucket Regatta as a backdrop, we followed two women on different journeys of experiences to their ultimate rendezvous onboard a superyacht. 

OUTCOME: We produced a 2.5-minute hero film and customised shorter edits for specific social media channels and wider online promotion. The objective of the shorter edits is to introduce viewers to the St Barth’s experience and encourage them to view the longer film. Note: A future edition of RAWfile will discuss the results of the marketing campaign.

 

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PROJECT: Cyclone

CLIENT: Tansu Yachts

BRIEF: The aim of this project was to create film and photographic content to support the clients campaign of promoting the Tansu Yacht brand to the emerging millennial market.  

CHALLENGE: The weather was by far the biggest challenge of this shoot. Cloudy skies, rain and rough seas limited the shooting dramatically. 

CREATIVE STRATEGY:  To appeal to the millennial market we chose an edgier style of music. We also created a brand association by incorporating a customised Land Rover Defender from Ares Design. When these elements are combined together with the iconic Tansu Yacht the film takes on a youthful,  adventurous edge.   

OUTCOME:  A film with a captivating start drawing the audience into a journey to the yacht then continues onboard and from the air. Along with the film we also supplied over 600 photos. This shoot was featured by Boat International on their July cover and we hope to see it featured on other covers soon. 

 

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PROJECT: Khalilah - Be Legendary

CLIENT: Camper & Nicholsons International

BRIEF: To create a film showcasing the unique superyacht lifestyle for an owner or a charter guest. To concentrate less on the actual yacht, and emphasise that life aboard is fun and relaxing. A place where guests can chill out in a unique environment. 

CHALLENGE: The biggest challenge was to achieve the brief with only one model. We also wanted to move away from the often static use of a single person onboard.

CREATIVE STRATEGYTo overcome the challenge we focused on two elements. One: the music. We chose a powerful track that is unconventional for this industry. It commands attention. Two: we had the model work with the camera as if she was looking at another guest, and enjoying the company. The viewers feel involved in the film, like they are present with her. This instantly helps engage the audience. 

OUTCOME: Film: A flirty and fun film that appeals to the lifestyle of being aboard a superyacht. For our client this film is a great success with over 100,000 views across four social media channels and the website within the first month. Photos: Over 300 lifestyle photos were produced for the client. These are being used throughout their communication strategy.  

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PROJECT: Yalikavak Marina

ONE MARINA WITH SO MUCH TO SHOOT

CLIENT: Palmarina, Bodrum Turkey. (Recently changed to Yalikavak Marina)

BRIEF: The objective was to create video and photo content to help communicate the experience superyacht owners can enjoy while staying at the marina. To achieve this, we needed to show a couple experiencing the benefits of the marina’s location, guest amenities, and attractions. The results would be for use across digital, print and social media platforms.

CHALLENGE: This marina has a plethora of amenities. There are 620 berths, a beach hotel, a boutique hotel and eight restaurants and bars. There is also a mall with 102 shops, a museum and gallery, nightclub, morning health clubs a gym and a spa. Not only that, there is a lot to do in the surrounding area. So, the challenge was how to incorporate so many locations and elements into one shoot. It required a huge amount of pre-production planning including model selection, storyline development, and developing a shoot sequence. Palmarina had many guests and staff at each location so we had to ensure that we only had the right people in the shot and did not disturb the guests.

CREATIVE STRATEGY: We worked with the client to develop a story involving a romantic couple. The story was to showcase the marina’s resort lifestyle in an interesting and engaging way. There were so many elements to incorporate and we needed to be mindful of keeping the audience's attention. For this reason, we aimed to only give a taste of each location. The shots needed to convey the experience of Palmarina, be artistic and captivate the audience.

OUTCOME: Film: The film shows three days in Palmarina condensed into four minutes. The film is ideal for web and reception use. We also produced numerous short films for their social strategy.

Photos: The client received over 350 photos of the location and the couple enjoying the services provided.

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