social media film

PROJECT: M/Y LANA

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LANA.

107m of shooting pleasure.

Sometimes everything seems to go just right and you come away from a shoot thinking…’mmm…that went really smooth :)’.  and the results are going to prove it.  LANA was one of those shoots.  Yes there were a few challenges along the way thanks to COVID, including a last minute location change to Malta and chasing down a suitable helicopter, but other than that it all came together as we had hoped.  And it needed to, because even though LANA had only just been delivered, this awesome 107m yacht from Benetti, was booked for charter straight after the shoot. So it was about to sail off into the land of ‘sorry unavailable’.  It was also set to be an important member of the Imperial Yachts charter arsenal so we needed to get it right and we needed to do it now. Enjoy the results and look out for the up coming magazine articles.

To view more LANA photos please go here.

MY LANA is available through Imperial Yachts

All Images and Film are copyright to: Imperial Yachts and Jeff Brown | Breed Media

MY LANA:

• Builder: Benetti 

• Naval Architect: Benetti 

• Exterior Designer: Benetti

• Interior Designer: Benetti

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PROJECT: M/Y SCOUT

The Perfect Superyacht Shoot – Is it Possible?

MY Scout, Newport RH, USA 

Was this the perfect shoot? It’s hard not to think so when the first and only round of feedback on the film was:

“The video is amazing! You guys killed it! I sent the edit to the owners and they LOVE it. No changes needed”

We thought wow, wouldn’t it be great if every job was like this – no tweaks of the film needed, no more touch ups of the photos requested. Then to top it off, in less than a month the film recorded in excess of 9000 plays across multiple channels.

So why did the results of this shoot hit the spot with the client so well?  

First up, the client brief was very simple – “We need a photo and film shoot of the boat and would like to add the crew cabin, crew mess, galley, engine room, dive room and crew gym to the list of areas.” That was it. A case of less is more. They trusted us to understand their needs, the yacht and create results that matched. This hands-off trusting approach applied to both the shoot and the post production time.

Secondly, the crew made life easy. They were flexible in positioning the yacht and happy to work in with our preferred timings even when the weather didn’t play ball. They also contributed useful ideas on locations based on their knowledge of the area. In short, they were fully engaged in what was going on.

Lastly, it would be wrong not to say the yacht itself played a role in the shoot success. When we are presented with a yacht designed to be a little different from the inside out, we can’t help but be inspired. This inspiration then feeds through the entire project.

So maybe the recipe for success is a client that is happy for us to get on and do what they are paying us for, a simple and clear brief, a fully engaged crew and an inspirational yacht. Or maybe we just got lucky? Either way, bring on the next MY Scout project.

Enjoy the results.

MY Scout:

• Builder: Hakvoort 

• Naval Architect: Diana Yacht Design 

• Exterior Designer: H2 Yacht Design 

• Interior Designer: H2 Yacht Design 

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PROJECT: VIDA

TITLE: Sometimes it has nothing to do with the people

CLIENT: Heesen Yachts

BRIEF: More often than not people think when we do a project featuring models, whether it’s one, two, or a crowd, the story is all about the life owners and guests can enjoy.  But sometimes it’s not really about the lifestyle at all, it’s about the yacht plain and simple. With these projects the models are there to help show scale, add a touch of life to the spaces and provide a natural link between scenes.  Such was the case with this project for Heesen Yachts where we used only one model. 

These days it takes courage to approach a shoot using just one model. But this was the challenge provided by the client – “we need to show off the beautiful yacht we just built, it can’t be collection of empty spaces nor can it focus too much on people in those spaces, the yacht is the hero here not the lifestyle”

For a shoot like this we have to first think about the best way to shoot the yacht and then, if the scene can benefit from it, what is the best way we can add someone without taking the focus away from the yacht. Unlike a lifestyle shoot where sometimes the yacht is merely part of life.

There will be those who instinctively say, “It looks like some lonely person wandering around lost and this does nothing to promote the wholesome reality image that we as industry need to promote”.   

But Heesen like most builders are caught in the middle at times. They are about selling their yachts that allow an experience as opposed to a charter broker who wants to sell the experience regardless of the yacht. Therefore, it should come as no surprise we produced two films for this project, one with the model and one without. 

On a personal note we would secretly like to feel that if we ever did manage to own one of these beautiful yachts then we would want to steal a moment to wander around our yacht all alone just taking it all in. So maybe that “lonely person” look actually hits the reality spot more than we know!

OUTCOME:

2 min Lifestyle Film

2 min Technical Film

Facebook Cover

Instagram Film

Awards Films

Aerial, Interior and Lifestyle photos

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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: 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

millcup-thumbnail.jpg

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: Ngoni

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CLIENT: Various

BRIEF: The owners brief was ‘Build me a Beast’, a high-performance sailing yacht. This was then skilfully interpreted by the designer, the late Ed Dubois, and the builder Royal Huisman. Sails and uniform were supplied by North Sails. The result is Ngoni not only makes a statement in looks, but also in performance.  We needed to convey both of these attributes in the film and photos produced.

CHALLENGE: Shooting for a number of clients we needed to find a balance with their individual requests and the reality of only being able to shoot the yacht once. Coming in at a length of 58m another of the challenges was to create a sense of scale and performance. So, it was going to be important to include crew on deck while sailing at speed.

CREATIVE STRATEGY:

Photography: We captured the reflective surfaces in the hull, the symmetrical lines and glass of the superstructure to really showcase the ergonomic nature of the yacht.

Film: We needed to create a contrast between a luxurious yacht and a sailing beast. To do this the film begins by approaching the yacht in the calm of early morning and takes the viewer on a relaxed journey through the yacht. We then make a fast-paced transition across the water to the yacht under sail in all her glory. When the yacht is in full frame the crew come in to shot and the viewer gets a sense of her magnificence. A highlight being when a crew member scales the 71m mast to stand on the top creating a real sense that this yacht is not for the faint hearted.

OUTCOME:  550+photos, 1 Yacht film and edits including 2 social films and one for awards. 20+ articles have been published using the photos, including Robb Report, Elite Traveller and Forbes.com.

SPECIAL NOTE: Although the sailing yacht market has retracted in recent years, photos and films of sailing yachts generate a disproportionate amount of interest.  Our work for Ngoni was no exception with the films achieving more than 100,000 views.

 

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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

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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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