X-Yachts came to us through their Greek office for promotional content on the X 4.0. The introduction came with history behind it: we had worked together before, and the decision to go ahead was made on that record.
The production had to carry two registers at once. The X 4.0 is built to be sailed hard, so the content needed the action and the adventure of the boat under way, but it also had to show the ease of being on board, the leisure side that sells the weekend as much as the performance. We shot for both in the same session rather than treating them as separate jobs.
The client brought their own talent, which changed how the day ran. Rather than directing to a concept we'd built alone, we worked alongside their people to get the result they were after, a livelier and more human read on the boat than a straight product shoot would have produced.
Our crew handled the production around that: shot planning, on-water filming, aerial work, and the coordination that keeps a session with talent on board moving.
The result is a set of promotional content that works in both directions: the boat pushed, and the boat enjoyed.
