Pret-Á-Surf

Pret-Á-Surf
direction, film, production

To create this short, narrative fashion film for the women’s surf brand PRET-Á-SURF, Le Beau’s John Jaxheimer collaborated with A76 Production’s Duffy Higgins. Combining a vintage, French-Pop aesthetic with a contemporary American cinematic mindset, the heroine navigates her ambitions through a dream-like lens. The result is a unique presentation of Pret-Á-Surf’s line in the context of a narrative that leaves the fate of its’ characters open to interpretation.

The title, “La Prochaine Fois” (The Next Time), references the repeating narrative being implemented, in part, to feature every look of the line. We follow our female lead, played by model Elsa Hosk, through her daily morning routine, revealing a slightly wider perspective each “day” to offer more context to the viewer. This approach naturally facilitated the use of both detail and wide shots to feature the swimwear designs up close and from afar. To compliment the graphic patterns of the designs and keep the narrative moving “day after day”, we applied various split-screen treatments to the content in post production.

Written & Directed by: John Jaxheimer & Duffy Higgins

Director of Photography: Eric Giovon

Talent: Elsa Hosk & Marc Scrivo

Produced by:  Lilliana Bonafini & Leigh Ann Kocur, A76 Productions

Assistant Camera: Anthony Mancilla

Grip/Gaffer: Ryan Hayes

Wardrobe Stylist: Kristen Baronovic

Hair/MakeUp: Diane DaSilva

Hair/MakeUp Assistant: Rosemarie Bernardo

Film Editor/Colorist: John Reis

Sound Editor: Rob Daly

Original Music: “Hurry Hurry” by Jessie Baylin

Score Engineers: Neil McLellan & Kevin Dawkins

Category
Business, masonry, Photography
Tags
direction, film, production