So what is the exact goal of a shoot? Karin Gertenbach head of marketing for Fanatic explains what the brand is hoping to achieve:
“We organize the Maui shoot to gather all of our product shots for the upcoming season so we can work with the images for our marketing campaign which includes the brochure, adverts, pictures for websites, magazines, ‘PR’ and dealer promotions. It is important to have the majority of the material together and sorted before the season kicks in and therefore it is essential to work with experienced photographers and riders here! Besides working extremely hard from early morning till late evening, the photo shoot is also a nice get together of all our main riders and internal team. This year we also had our main SUP riders on the Maui shoot, which made the team complete as a ‘Boarder´s Company’, it felt like there was a good team spirit!”