Elevating Bermuda's Tourism Appeal with Cinemagraphs - showcasing the beauty and lifestyle of Bermuda to entice audiences to explore more.
Case Study
The Bermuda Tourism Authority embarked on a collaboration with Flixel Studios and a talented ensemble of island production artists, stylists, and models. Their shared objective was to create a collection of captivating cinemagraphs that would showcase Bermuda's vibrant lifestyle and extraordinary charm. This rich partnership aimed to illustrate the convergence of Bermuda's natural beauty, style, and allure, and portray the opportunities for adventure and relaxation that the island offers.
Client: Bermuda Tourism Authority | MMGY Global - Amanda Coleman and Brandon Sanders
Creative Agency: Flixel Studios, renowned for its award-winning technology and creative prowess.
Creative Team: Led by Chief Creative Mark Homza, the creative directors and shooters included Ylva Erevall, Michel Mölder, and Mario Sahe-Lacheante, with support from Joshua Amar. This team was responsible for capturing and editing the living photo content.
Producer: Nhuri Bashir at Burnt House
Drone Operator: John Singleton
Equipment: The RED Monstro camera, capable of shooting 8K at 60 fps, was chosen to enable both horizontal and vertical cinemagraphs.
This allowed for versatile content creation while maintaining the high-quality needed for large-screen display.
Lens: 50mm • F-stop: 3.6 • Frame Rate: 60
GOAL
CREATIVE TEAM
Boat Cinemagraph: To manage the movement of the boat on the water, it was secured with ropes to stabilize it.
Illumination was strategically employed to enhance the colors of the buildings and capture the vibrancy of the sky and water.
The flag was shot separately and later added in post-production to complement the motion of the water.
Lens: 24mm • F-stop: 4.3 • Frame Rate: 60
CHALLENGES & SOLUTIONS
Bicycle Cinamagraph: To capture the subjects appearing as though they were cycling, the bicycles were securely mounted to the bridge railing using a magic arm and super clamp. A leaf blower was employed to simulate the effect of wind, adding a sense of dynamic motion to the still scene.
Flying a drone at this location near an airport proved very difficult because the drone’s GPS was not compatible with the area’s security.
To capture extensive water and landscape views from a stable angle, the drone was attached to a boom arm mounted on a large light stand placed on a bridge platform.
Shot with DJI Phantom 4 Pro 4K drone, in LOG
Sunset Scene: Capturing the cozy sunset setting presented a challenge due to limited proper light available - only 10 min.
Before that, the tiki torches were shot separately, with the water captured behind them.
Multiple light sources, including the fire pit, tiki torches, an Aputure 300D Lightstorm, and an ASTRA LED, were used to illuminate the scene.
Extra footage of the fire pit was included to add extra sparks to enhance the Cinemagraph.
Lens: 24mm • F-stop: 7 • Frame Rate: 60
Sunrise Shot: Cloudy skies provided a beautiful backdrop for the warm colors reflecting in them during the sunrise shot.
A drone camera was used to capture multiple shots, combining the beginning of the sunrise for exposure and color with the brighter sunlight as it rose.
Shot with DJI Phantom 4 Pro 4K drone, in LOG
Cinemagraphs have a unique ability to encapsulate the beauty of extraordinary places and experiences, transcending the limitations of traditional photography.
By combining the aesthetics of still images with subtle, lifelike motions, cinemagraphs have the power to immerse viewers in compelling narratives and vibrant scenes.
The strategic placement of the Cinemagraph campaign was instrumental in achieving its goals. Cinemagraphs and stills from the shoot were prominently featured in Bermuda's Summer Fridays campaign, taking over the Union Square metro station in New York City and high-impact bus shelters throughout NYC and Boston. They were also leveraged across digital, native, and social media channels.
Furthermore, these Cinemagraphs made their mark in movie theaters across the United States, targeting Bermuda's primary markets, including NYC, Boston, Philadelphia, Washington DC, Chicago, San Francisco, and Toronto. This wide-ranging exposure helped make Bermuda's allure more accessible, enticing travelers to consider Bermuda as an enticing escape.
As expressed by the Bermuda Tourism Authority, "By featuring them in high impact out-of-home placements in cities where nonstop flights to Bermuda are two hours or less, it makes an escape feel not only alluring but very accessible."
The Cinemagraphs successfully breathed life into Bermuda's tourism marketing efforts, leaving a lasting impression on audiences in key target markets.
Lens: 35mm • F-stop: 3.3 • Frame Rate: 30
Lens: 50mm • F-stop: 6.1 • Frame Rate: 60
APPROACH
RESULT
For MMGY Global Creative Director Brandon Sanders, teaming up with Flixel was a natural choice.
“When Bermuda Tourism Authority Chief Sales & Marketing Officer, Victoria Isley, came to us with the concept of capturing Bermuda through Cinemagraphs,
that made a lot of sense to us. Cinemagraphs, at their best, have a way of pulling you in. You get lost in this single moment in time. And there’s always a bit of mystique to them, which is fitting. We ended up with a set of alluring, elegant and colorful images that invite viewers to take a little escape.”
It’s hard not to stop reading and stare at them – and Isley knows the feeling. “Our target audience is primarily city dwellers who seek to escape the frenzy of the city and hectic schedules and want to get away to somewhere very different for relaxation and rejuvenation. These cinemagraphs convey the many ways that
Bermuda offers an escape from the ordinary and the opportunity to get swept away in the island’s mystique and unique cultures.”
TESTIMONIAL
