Setting a different focus
With Eldorado as a guide for art direction in outdoor content and storytelling, we wanted to create a narrative for the fashion giant Pull & Bear. An editorial where the core of the story doesn’t necessarily circulate the clothing collection, but reflects the true essence of the summer. This quest of creating an editorial environment through a brand journalistic approach combined with our experience with fashion editorials became the key to a successful surf trip around the Canary Islands.
Storytelling in an outdoor ambiance
Behind the story we have four famous Instagram profiles and models Biel Juste, Marc Forne, Marta Aguilar and Nuria Val that take the role as protagonists in this road trip. By highlighting these types of profiles, we could get away from the otherwise quite tense and simulated fashion scenarios and instead create a realistic story where the instant moments create the mood for the editorial. Their strong presence on social networks with thousands of followers was also an important factor in order to reach the desired target audience. Surfing became the central mission around the story and inspired the choice of locations for the shooting.
Pull&Bear is part of Inditex and one of Spain’s biggest clothing and accessories retailers, resulting in a big amount of followers on both Facebook (+6m followers) and Instagram (+2.9m followers). Posts related to the campaign reached between 17k and +28k likes per post. The Surf Gang was featured on online editorials such as Trendencias (+388k likes on facebook), Donna Magazine (+8k likes), Nosotras.com (+62k likes) and Bekia Moda (+24k likes). Various photos of the shoot were also shared on Instagram by the participating models Biel Juste (+160k followers), Marc Forné (+354k followers), Marta Aguilar (+82k followers) and Núria Val (+203k followers).
The essence of the island
The Canarias, a Spanish archipelago off the west coast of Africa with a varied flora and fauna, was the natural choice. The second most populous island, Gran Canaria, became our home for some days. The latitude of the island offers a wide range of terrain, from tropical forests, caves, dunes and crystal clear waters.
The local guide Manuel Cabezudo made it possible for us to spot the locations for the shoot in only one day. We made the surf trip twice, the first one to discover what the island had to offer and to understand the light throughout the whole day. The second trip was to realise the photoshoot, timing the movement of the sun together with the models and the whole production team.
Capturing the eclectic environment
We teamed up with our recurrent collaborator, the photographer Leo Mendez García together with assistant local photographer Amalia Márquez. Leo’s documenting lens was the key to make a realistic and natural photo shoot in the eclectic environment of the island. With two cameras he realised the photoshoot as well as a video capturing. To complete the video we commissioned the drone operator Iñaki Guereñu from Igora Drone, a company specialised in aerial filming. The drone footage became a central part of visualising the expedition from birdlike perspective.
A digital editorial
The final content was to be showcased as a digital editorial within the Pull & Bear website. Glimpses of the video footage and photography from the the trip are composed and designed in conjunction with quotes and products in a poetic layout. The overlapped pictures, strong typographic use and colour selection brings the content to a crisp and stylish editorial environment in the reflection of summer.