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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MARKETING: Superyacht Awards

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Superyacht Marketing

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 Advice for Entering Superyacht Award Contests The importance of photo and film

Every year excitement mounts in preparation of events celebrating superyachts for their design, form and function. Prior to the big announcements, judges have poured over numerous submissions trying to decipher what makes one yacht extra special compared to others.

Some of the judges can call on their first-hand knowledge gained from when they viewed the yacht at a show, at its home port or when they made a special visit to a remote location. Make no mistake these judges take their role very seriously, we know of at least one who spent in excess of $250,000 per annum making sure he saw them all. But for some, visiting every shortlisted yacht can be prove a logistical challenge.

Peter Wilson, project manager - MCM and World Superyacht Awards Judge says “As a World Superyacht Awards judge, I endeavour to personally inspect as many of the nominated yachts as is physically possible. However, due to logistics, their locations around the world, plus other commitments, it’s challenging to see them all. Of course, nothing beats actually stepping on board to get an up-close and personal look, but in the absence of such a visit, I rely heavily on great photography and video. Together, these are great tools to help evaluate the yacht and her nuances, as if done well, one is “virtually” on board”

If a judge has not personally been onboard, they must rely on feedback from those who have and what has been supplied by the entrant - photos, video and text. Not surprisingly the ones we have spoken to agree it’s difficult to make decisions if the media supplied doesn’t convey the true sense of the yacht. Whether it’s the composition, the sense of space and light, the colours or details, the images and videos need to make the judges feel as if they are virtually on board.

Investment in the very best photography and film is therefore critical and could simply make or break a yacht's chance of success. With 15 years of shooting superyachts behind us, and first-hand experience of many award events, we able to to ensure all photos and films supplied truly reflect the uniqueness and quality of every entry.

However, regardless of how well we capture the yacht, it can all count for nothing if the submission misses the deadline. We are constantly amazed at how every year there is a mad panic for photos and film specifically for awards. Surely it comes as no surprise to entrants that they have entered a competition with entry deadlines! So why then do they jeopardise their chances of success with last minute pleas to produce content? Our experience has been that the most prestigious competitions have the strictest rules and deadlines to make sure judges have the time to give every entrant equal and fair consideration. Organisers tell us that late arrivals are likely dismissed entirely rather than risk being reviewed hastily and incorrectly. Take it from us, multiple last minute pleas for images creates one huge deadline challenge; a challenge that one day could be impossible to overcome, resulting in to a disaster for all.

So, if you are thinking of entering a yacht in an awards competition invest in the very best media, and allow plenty of time to get it produced prior to the deadline.

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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MARKETING: Breed Media Bank image licences

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Superyacht Marketing

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Rights Managed and Royalty Free image licences

To make the most of stock photos it helps to understand the difference between the two main licensing options: Rights Managed (RM) and Royalty Free (RF). The Breed Media Bank, and most stock photo libraries, supply their images with one of these two licenses. These licensing options each have their own benefits and work differently from each other. Photos are licensed because you are buying the right to use the photo – not the photo itself. The photographer who created the photo is still the owner of the photo. The copyright is always with the person who created the photo.

Royalty Free (RF)

A Royalty Free licenses places very few restrictions on the use of an image. It allows multiple and unlimited use of an image and is not exclusive. The purchaser pays a one time fee for the license and can then make perpetual use of the image in all the permitted ways. So, the licensed image can then be used freely for your marketing material, website, brochures, PDF’s etc. These images are generally called royalty-free Because royalty free images are not sold exclusively an unlimited number of licenses can be sold for the same photo. Images sold under RF are usually priced low and at a flat fee, they can also be distributed across stock photo agencies. This means the image license may be purchased by multiple people in different companies and brands who can all use the image at the same time in different ways. The image is licensed because you are buying the right to use the image in multiple ways for a one-time flat fee. So, you pay for the licence once but can use the image forever within accepted ways.

Rights Managed (RM)

The rights managed license outlines how, when and where the image can be used this assures the purchaser of the image a level of exclusivity. When purchasing a rights managed license there could be specific time and geographical limitations as well as specific and per-use rights. The license only covers the consigned use, to use the image in another way a new license is needed. The price for a license varies according to its intended use. Depending on the photo the price can vary significantly. For RM photos there is a more detailed buying process. Because of the custom, set, specific rights a buyer acquires over a RM image they are generally less widely available, and you are less likely to see duplicates in use simultaneously. Rights managed photography can provide a level of protection to the image purchaser. The seller of the photograph, when made aware of the intended use of the image, can alert the buyer to any possible conflicts in image use. The arena of brand confusion can be bypassed by using rights managed licensing. If you can be clear on where you want to use photos sometimes it can be more cost effective to purchase the rights managed photo for a specific use rather than paying more for a royalty free image which you end up only using once.

As the need for stock photography grows both rights managed and royalty free licensing models both have key roles to play. What you choose to purchase ultimately comes down to what the image will be used for and the level of exclusivity required. If you need any help with this when using the Breed Media Bank please contact info@breedmedia.com

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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MARKETING: 5 benefits of using models on shoots

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Superyacht Marketing

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5 BENEFITS OF USING MODELS IN A SUPERYACHT PHOTO AND FILM SHOOT

Those who embark on superyacht photo and film shoots will find themselves evaluating the use of models. Here we look at the top five benefits.

 

1.    Bring a yacht to life and engage the viewer

Thanks to their design and craftmanship, film and photography of a superyacht is impressive even without models. But, when you add models you not only capture the beauty of the yacht you also bring it to life. A life the viewer can begin to see themselves as part of. What’s more, if the models have been carefully selected to identify with the target market demographics then the viewer begins to engage their imagination even more and starts to live the experience. This engagement can be a powerful tool in helping achieve your marketing goals.   

 

2.    Broaden the message and deliver a higher value proposition

You are selling both a beautifully designed yacht, and also the lifestyle. Both of these elements affect the purchasing decision. By adding models to a shoot, you are combining each element and appealing to the audience on multiple levels, this delivers a much stronger value proposition to your target market.

Models also allow you to capture the attention of a wider audience. Some audiences are more captivated by the yacht design, some by the lifestyle and some by both. 

 

3.    Gain more media exposure

Good quality superyacht photo and film content are always in high demand by the media especially by the ‘all you can eat’social media channels. Lifestyle images and film featuring professional models will increase your chances of being featured because the content appeals to a wider audience. Perhaps more importantly, it provides you opportunities to gain exposure to new markets via luxury lifestyle media and social channels with their millions of followers.

You can also benefit from exposure by suppliers. organisations and trade events who often require media with models to promote both their product and the superyacht lifestyle. Many such companies will ask permission to use your media content for this purpose and credit you as well. This again increases the promotion of your brand.

 

4.    Trigger an emotional response

The use of models always engages an emotional response from the audience. We are emotional beings and use both rational and emotional thinking during the purchase decision making process. The superyacht purchase or charter is especially driven by emotion so the more you connect with your market on an emotional level the higher the chance they will contact you.  

 

5.    Use storytelling to cut through the marketing clutter

The use of models can go further than simply bringing life to a yacht and brand. It can also create the opportunity for storytelling. Storytelling has become one of the most effective way to cut through the marketing clutter, communicate you brand story and differentiate yourself from your competitors. When your brand story is about people and the way your brand and product deliver what they are looking for, then the use of models will introduce a strong engaging element that strengthens the message through human connection. 

 

Ultimately whether you choose to incorporate models on a superyacht film and photo shoot comes down to: 

1.     What is the aim of the content you are creating and does the use of models benefit the overall goal of this marketing material? 

2.     Is the use of models likely to bring a significant, and therefore justifiable, return on investment? 

We hope the above benefits help you to answer these questions.

 

 

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MARKETING: 5 steps to an effective film production

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5 steps to an effective film production

Here are a few elements worth considering for those who may have limited experience with film projects.

Set your goals and provide a good brief

The biggest gift you can give to a production team is a solid brief. You can work with them to develop one if you need guidance. As long as the brief is set before production starts you give yourself the best opportunity to get the film that you would like, at the budget you would like.

Choose your production team carefully

Employ the right team for the job. Check their previous work, especially the work they have produced to a similar budget as yours. Most importantly, make sure the team understand your industry and your audience, so they can fully grasp the strategy and outputs required to achieve the desired results. If you simply employ a camera operator, you may have a lovely looking film, but it may not speak to your audience, which will reduce your return on investment.

Realise you are part of the team

From pre-production through to post-production, you are a valuable film team member and need to act like one. The production team will require your assistance throughout the process, including the prompt supply of resources such as logos, on location insight and prompt/thorough feedback during post production. Delays in any part of this can increase the cost.

Evaluate expenses in light of their benefit

Big decision such as whether to incorporate models need solid consideration. You may be instantly put off by the cost, but when you evaluate the benefits, especially the return on investment, then you put yourself in the best position to make a decision that fits your desired goals.

Be bold were it is needed

Some films may simply be educational and have less need to stand out, so set an appropriate budget for this. Generally, companies in the superyacht industry benefit from being bold. We operate in an increasingly clustered market with thousands of yachts that perform the majority of the same functions. Superiorly creative and bold film concepts will ensure you create more awareness than your competitors. More work on a creative strategy and dynamic film ideas can increase the budget but also deliver best investment return in both brand positioning and awareness.

Our final piece of advice is to make sure you enjoy the process; film projects should be fun. We hope the above helps. We wish you the best for your future film projects and please don’t hesitate to call us if you think we can assist.

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MARKETING: How much to spend on film?

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Superyacht Marketing

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How much to spend on film? The BIG three production costs explained

Film is becoming the most effective way to engage with an audience. The big question all companies are asking is: how much should we spend on film? This is a difficult question to answer for companies who have never invested in this medium. Cost of film production varies dramatically. The below contains some insight into what drives production costs, as well as providing tips to achieve an effective and cost friendly film process.

Production costs – the BIG three

Many elements drive the cost of film production, below are the main three:

Time: A lot of time is taken up in preproduction, production and post production. Time is money in film production and the amount of time allowed for directly impacts the quality of the output.Team: There are many options for the production team selected as well as the models/actors.  The level of professionalism is strongly linked the budget and the desired quality of output.Location: The more remote the shoot location, the higher the cost.

Explaining the BIG three

Time

Preproduction:
Preproduction is all about taking the time to evaluate what you want to achieve and how best to achieve this. Taking time to evaluate the brand strategy and then develop a film concept that compliments this is invaluable. The creative strategy takes time but gives you the best chance to develop a concept that is unique and truly captivates your audience.
Note: Different types of films require different levels of preproduction. Some need very little.
There are many elements to evaluate and organise for a superyacht shoot, including location, helicopter, models, styling, dressing of the yacht etc. Again, the more time you allow the better the final output. For example, allowing a good amount of time for location scouting means you will have the best areas and best shots possible for the film.

On Location Shooting:
Allowing an appropriate amount of days to shoot is very important. If you reduce the amount of days, you limit the amount that can be shot - it’s as simple as that. You also risk limiting the quality as there will be less time available for setting up each shot.  Less shooting time often either requires reducing content expectations, increasing the size of the team or both.

Post Production:
It is important to allow enough time for post-production of the media. The biggest opportunities for saving time come in the form of the initial brief and feedback. If a solid brief is provided as well as quick/collative feedback, then the postproduction is smooth and timely.
 Team 

An experienced film crew and experienced models/actors will significantly benefit the final output. Saving money on both of these will be reflected in your final outputs.

The more professional the film team the more certainty and peace of mind you have regarding quality of output as well as making entire process easier. Professional teams come with the best equipment for the job, market knowledge and production experience to ensure a high-quality film that communicates the right message.

Despite what some think, modelling/acting is not an easy business. It is well worth spending money on professional models to ensure you get the level of professionalism that will deliver high quality results with as few re-takes as possible.
 Location

Generally speaking the further you travel, and more remote the location, the higher the cost. Beautiful, different and remote locations can increase the chance of a visually amazing film and will also help widen its audience, but that comes at cost.  If aerials are needed, then the cost of the helicopter with an experienced pilot can be significant the more remote the location. The wrong helicopter and inexperienced pilots can limit what can be achieved. So, while remote locations are great and produce impressive backgrounds, they need to be evaluated carefully.

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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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PROJECT: Yalikavak Marina

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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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