Vimeo Finalist “La Prochaine Fois” creates Brand Equity for Pret-a-Surf

The short fashion film “La Prochaine Fois” for clothing line Pret-a-Surf was recently a finalist at the 2012 Vimeo Film Festival + Awards.   The short uses compelling visuals and an intriguing storyline to forge an emotional attachment with the brand’s core demographic. 

 

Created by bicoastal production house A76 Productions the short was written and directed by Duffy Higgins and John Jaxheimer. Swedish fashion model Elsa Hosk stars as a seductive siren that gets her man while branding Pret-a-Surf’s progressive clothing line:

To view the work click here: http://bit.ly/hMeha4

 

We follow Hosk as she awakens each day and readies herself for the beach. At first she dazzles in a polka dot two-piece bikini, effortlessly reclining in the sun as a cute surfer boy struts past. The very next day she dons gingham boy shorts, an outfit cute enough to elicit a smile from the surfer.

 

The following days she raises the stakes sporting a striped short sleeve rashguard then a graphic tank rashguard to attract him even closer. The move pays off as the surfer briefly chats, asking if she’ll be back the next day. She returns as promised, garbed in a graphic long sleeve rashguard that beckons surfer boy to her side…

 

He asks, “Ready to surf?” Hosk throws us a knowing glance, her evolution from bikini babe to surf siren complete.

 

“As the story unfolds it piques our interest while revealing the breadth of the Pret-a-Surf Resort line,” notes Kristen Baranovic, A76 Director of Brand and Creative Services. “The short demonstrates what fashionable options are available for all phases of the surf girl lifestyle, whether it’s a first time Betty or someone who wants to kick it up a notch as her surfing status elevates.”

 

“Each day her fashion sense slowly mature her,” adds Higgins on the cadence and vocabulary of the surf line. “By the end she has acclimatized to the surfer’s lifestyle and so becomes the perfect choice for him.”

 

A one-day shoot in East Hampton, NY caught the action using the DSLR Canon 5D Mark II with PL Mount and a 50mm Zeiss Super Speed. Weather was uncooperative, cloudy and cold – but Higgins notes the overcast conditions didn’t create any problems visually:

 

“We shot everything flat using Technicolor's CineStyle setting in the 5D that gave us a lot of leverage,” he explains. “When the fog rolled in we could bleach out the air and mist and highlight the clothing line. The colors pop, and the eye is drawn directly to the product.”

 

Multiple framework is also used, a creative device that helps communicate the film’s simple yet effective storyline. “I was at first hesitant, but multiple frames lend itself back to the esthetic we were going for – a vintage, old school, late 60s Riviera feel to highlight the clothing line, ” says Higgins. “It also helped us speed up the action and keep the audience intrigued.“

 

Catchy music by Jessie Baylin adds to the film’s hypnotic effect. Her track "Hurry Hurry" became a vital part of the project during post, remixed by The Lodge owner Neil McLellan who looped in the chorus at strategic points as the film plays:

 

“Even though the song came in too long it was perfect,” explains Higgins, who was initially focusing on ukulele-infused music before discovering the song. “We looped it back in so the music would makes sense every time the girl opens her eyes and repeats her actions. You feel as if you are there with the girl in this cloudy, ethereal world where boy meets girl.”

 

Higgins admits the short film is testament to Pret-a-Surf’s trust and belief in his company, noting his desire to work with other brands smart enough to realize that, “authenticity needs to live at the very heart of their business:”

 

“La Prochaine Fois was a passion project that became a refreshing change from the usual buttoned-down dealings with clients,” he continues. “It’s almost a project template because we are trying to get clients to think outside the regular tried-and-tested commercial structure. La Prochaine Fois is the perfect example of what we can achieve. It brings us back to the way BMW Films changed advertising. La Prochaine Fois works in the same way by plugging audiences directly into a story that makes them feel good.”

 

La Prochaine Fois Credits:

Written & Directed by Duffy Higgins & John Jaxheimer

Director of Photography Eric Giovon

Assistant Camera Anthony Mancilla

Grip/Gaffer Ryan Hayes

Production Coordinator Lilliana Bonafini

Production Coordinator Leigh Ann Kocur

Production Assistant Sarah Jaxheimer

Production Intern Giulia Armentano

Wardrobe Stylist Kristen Baranovic

Hair/MakeUp Diane DaSilva

Hair/MakeUp Asst. Rosemarie Bernardo

Film Editor/Colorist John Reis

Sound Editor Rob Daly

Original Music "Hurry Hurry" by Jessie Baylin

Score Engineer Neil McLellan & Kevin Dawkins

Filmed on location at Sea Spray Cottages, East Hampton, NY; and  Daylight Studios, NYC