Direct.

SWIMMING WITH SHARKS.

Objective: Unbranded content with real emotional impact.

In a world of endless content how do you cut through. How do you, well, take people’s breath away.

CD Tim Jones had a great idea, the comparisons between a heart attack and a shark attack but as concepts go, it wasn’t an easy one to pull off.

First, you’ve got to know your underwater from your average day in the local lido. I knew, based on painful experiences shooting off the coast of both Cornwall and South Africa that the ocean is an unforgiving place.

I also knew, from developing shooting boards with Tim, that we had to have the classic shot - the underwater Jaws POV flying up towards the unsuspecting victim. I knew because Jaws is my favourite film and if you’ve ever had your dangling leg bumped by a seal waiting for a wave… it’s that shot which flashes before your eyes.

The Brief: Find a suitable location, crew and underwater facilities

So exactly how do you produce a film with a heart stopping risk assessment for a modest content budget that goes on to win a Cannes Lion?

I knew, from my love of surfing, Portugal and The Canaries are the places to consider shooting exterior water in February. But both can be unpredictable and have the propensity for backbreaking surf.  Just ask Andrew Cotton. This was unbranded content, not The Big Wave Project. It was time to consider slightly warmer waters. 

Positioned in the middle of a perfect peninsular there’s a location that’ll make water lovers weep at it’s legendary beauty; it also has a great local film community and my friends Jeanne + Terence Maritz at Mighty productions.

Aside from location we needed that classic shot - The Jaws POV. In Cape Town there are not one, but two types of pools, plus a great water crew, the Frog Squad. First there’s an open-air swimming pool, 2nd a series of tidal pools with shallow water, an oceanic horizon and a concrete wall to protect you from the local residents – As Matt Hooper would say, “Carcharodon carcharias aka The Great White Shark”.

The pools are next to a majestic beach called Mnandi, which faces False Bay, which faces Seal Island, which is famous for shots of breaching Great Whites. Why do all the best locations come with teeth? 

If you’d like to read all about the shoot go to spotlight

The Result: A very happy client and a lot of award. Just goes to show that directing is not only about experience but planning, planning and more planning.

I’m also proud that in a sea on constantly changing content this one gives audiences emotional impact and creates a vivid lasting memory.