We've been part of the Mystic photo shoots for many years already. After going to Morocco, Spain, Norway and Greece it was time to get more tropical. Virgin Air helped out with tickets and we flew to Saint Lucia, a tropic island in the Caribbean with a Jamaican touch. For this collection we decided to do it all a little different. We came up with a surrealistic scene together with Deepthought Productions. This is the latest campaign Hugo Happel and I created for Mystic, shot on the beautiful Caribbean island of St. Lucia. Our briefing was to create a concept completely different from Mystic's previous campaigns, and decided to put more time and effort in each photo setting, compared to documenting the whole trip like we did on previous shoots.
Mystic is one of the world's most well-known and progressive brands active in kitesurfing and windsurfing. I’ve been working with the brand since 2007 together with Hugo Happel back then under the name 11AM. Our collaboration started with their new website at the time, which turned into keeping the website updated year-round, getting involved in their marketing strategy, setting up and managing their social media channels, creating campaigns and concepts for new collections, and art direction at photoshoots. The projects shown here are Mystic's campaign photo shoots we created and directed over the past few years. On these shoots we always work together with our good friends of Deep Thought Productions.