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PROJECT: Volpini 2

CLIENT: Amels

BRIEF: To create two films and two photo shoots. One for the European market, and one for the Asian market, featuring three generations of family enjoying life onboard Volpini 2.

CREATIVE STRATEGY:  What brings families together more than a child’s birthday?  Rather than try and show every aspect of life onboard Volpini 2 we decided to build a story around a grandchild’s birthday.  This allowed us to set up scenes involving the family members individually, as couples, and as a group, all centred around a fun and enjoyable day.  This multi scene, multi scenario approach gave us the flexibility to illustrate:

1.     How families can come together on board to enjoy each other’s company as well as find those more personal quieter moments

2.     Different areas of the yacht enjoyed in a real-life way

CHALLENGES AND SOLUTIONS: We had three days to shoot two stories as well as two full lifestyle photo shoots with extended families (12 models in total) from different cultures. This meant the logistics had to be kept as simple as possible. Throw in a day of rain and the challenges kept coming.  However, because we had done the preplanning and decided on the simple birthday theme, we were able to focus on this core story driver regardless of the weather or cultural differences.  A birthday is a multi-cultural celebration and something everyone has experience of, and this made it easier for the models and team to build the shoot around.  In addition, we needed time to capture numerous onboard areas to showcase the beauty of the finished yacht.  Time was gained by a bit of smart thinking by the client to use aerials from an earlier shoot of the yacht off the coast of Capri.

OUTCOME:  Two films of approx. 3mins, numerous social media films and a full set of photos.

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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: 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: Khalilah - Be Legendary

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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 STRATEGY: To 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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