Boyhood Summer 2017

This is our latest kidswear fashion film for children’s clothing brand Boyhood. Inspired by a standout new collection — rich in texture and subtle tonal combinations — we chose to shoot along the coastline of Southwest France, where soft sand dunes and arid vegetation provided the perfect natural backdrop.

Staying true to Boyhood’s core themes of discovery, creativity, and freedom, we set the story in the wild, open landscapes of the Aquitaine region. With no roads, no houses, and no urban distractions, the location offered a pure cinematic environment — endless beaches, rolling dunes, and pine forests stretching as far as the eye (and drone) could see. A perfect setting for a journey of imagination and exploration.

The concept for the film was deliberately simple. We sent the kids on a treasure hunt, searching for shells among the dunes, before giving them a few basic tools to turn their finds into handmade jewellery. The activity became the story, allowing curiosity and play to drive the action naturally.

Anyone who has worked with children knows the real challenge isn’t the camera — it’s attention. The solution is always the same: give them something genuinely fun to do, stay responsive, and keep the energy up (with regular snack breaks, of course).

The result is a relaxed, joyful fashion film that feels authentic to both the collection and the spirit of Boyhood. We hope you enjoy watching it — and watch this space for the next one.