Surf + Yoga = Suga.
Suga is the world's first Yoga mat made entirely from recycled wetsuits.
Highline partnered with Suga to produce a brand video and some additional branded content for Kickstarter.
- Creative concept development
- Video production: producing, directing, video editing
- On-location services
- Crew travel
Our Concept and Approach
Brian Shields, founder and diehard surfer, came up with the idea to recycle wetsuits into yoga mats. Surf and Yoga = Suga. We were super stoked to shoot this campaign.
We had several brainstorming sessions with Brian to understand the benefits of a Suga mat.
A Suga yoga mat made from recycled wetsuits is better than a traditional yoga mat due to its eco-friendliness, durability, enhanced support, improved grip, and hygienic properties. Wetsuits are designed to resist moisture and bacteria buildup, which can be advantageous when used as a yoga mat. The closed-cell structure of the neoprene material helps prevent sweat and dirt from seeping into the mat, making it easier to clean and maintain.
After a couple of days of pre-production, we headed down the coast to sunny San Diego to shoot several scenes by the ocean, at Suga headquarters, and finally in the Yoga studio. We used a couple of camera packages, including a drone, to capture the beautiful beachscapes of San Diego. Our first stop was Cardiff by the sea. We launched our drone and spent the better half of the morning gathering footage of the founder catching long waves off the point break. The wind and weather were ideal.
Next, we headed to the park, where we had a couple of models on hand to demonstrate some Yoga poses with the ocean as a backdrop. Lastly, we finished our day in the Yoga studio with a model. While we were there, we did some more product shots. In pre-production, we spent time developing our storyboards and choosing great locations. Locations are always important, and when trying to make things look appealing, you can always fall back on a good location. We tried to shoot as much of the video with the Pacific Ocean as a backdrop. Our efforts paid off and delivered a round of branded content that was well-received and continues to reach the target audience.