Written by INDEX
For their 10th birthday, eyewear brand, Garrett Leight, team with Rimowa luggage for a psychedelic art scene-inspired collab.
In a collaboration of the fittest, two premium brands, Garrett Leight and Rimowa, team for a perfect-fit pairing to create high-spec sunglasses, luggage and a bevy of roadtrip-ready accessories including beach towels, luggage tags and stickers, surf wax and tote bag.
We chat with writer and director, Dave Franco, on the video campaign concept and share a behind-the-scenes peek of the Venice Beach visuals.
What made you want to partner with GLCO & RIMOWA to produce the campaign video for the collaboration?
I personally reached out to Garrett nearly a year ago because I was a fan of his sunglasses, and we talked generally about how it would be fun to find a project to work on together.
A few months ago, he reached out and let me know about his collaboration with Rimowa and I jumped at the opportunity to create an ad for them. These are two brands that I genuinely love — they are classy as hell, yet still forward thinking. I was excited to create a concept that represented that duality.
Can you tell us about your inspiration? How did you come up with the film’s creative concept?
I wanted to find a way to represent Garrett Leight’s Venice, California roots, while also incorporating the European sensibilities of Rimowa.
The story follows a Parisian who visits Venice and becomes infatuated with the skate culture in the area. He’s an outsider who quickly becomes a hero when he transforms his Rimowa suitcase into a skateboard.
We know you’ve directed other things, but is this your first commercial project? How is conceptualising for a brand different than doing purely creative work?
I recently finished directing my first movie and I had the itch to quickly get behind the camera again.
Even though this is technically a branded campaign, I approached it more like a short film where the characters just happened to be carrying Rimowa luggage and wearing Garrett Leight sunglasses. I wanted the products to organically fit into the story, as opposed to highlighting them in a way that feels forced.
This film involves skateboarding and a lot of movement, as well as a focus on products, which I imagine requires a specific way of filming and editing. Did you do any preparation or research to help make sure you got the shots you wanted? Also, how did you approach creating a skate film without appropriating that community — how did you make it authentic?
As research, I watched as many skate videos as I could before we started filming. The ones that gave me the most inspiration were the early Spike Jonze videos. They were so innovative, and he always managed to capture the authenticity of the tricks, while making it all look polished and cinematic.
I also wanted to hire as many local Venice skaters as possible, who I could lean on to make sure we were representing the community in a respectful way. Le’andre Sanders, Ben Yee, and Monroe Alvarez were our featured skaters and they all helped us figure out which camera angles would best highlight their tricks.
Tell us about the character development — how did you create the personality of the lead with little-to-no dialogue?
In the video, our main character skates through the streets of Venice and attracts the attention of several locals who chase after him as if he’s one of the Beatles. Because of that, I wanted to cast someone in the role who has a natural warmth and magnetic personality, which is why I hired Spencer Glass.
INDEX’s round up of art and culture events on the New Zealand calendar.
Click here to see the full list.
12/DEC – 20/DEC
19/NOV – 19/DEC
9 – 23/DEC
11/DEC – 13/FEB
2 – 23/DEC
26/NOV – 20/DEC
25/NOV – 19/DEC
28 – 29/NOV
15 – 28/NOV
5/NOV – 5/DEC
24/OCT – 24/JAN
6 – 21/NOV
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