Millennium Super Yachts
Because of its high profile in the American yacht manufacturing industry, Graphicus was invited to make a presentation to a new megayacht company, The agency competed with a local firm that specialized in the international marketing of megayachts. Millennium wanted an extraordinary brochure and DVD program for two of its custom oceanic models: the 80' and 118' Super Yacht, valued at $2 and $8 million (U.S.), respectively. The only conditions imposed on creativity was a not-to-exceed $100,000 budget and a completion date: in time for the Miami International Boat Show – a short two months after the contract award.
Winning the account, Graphicus designed a “coffee-table” brochure of exceptional beauty and innovation. Its covers, for example, is a photographic likeness of the actual burled wood paneling and cabinetry, handcrafted in Italy for Millennium. To convey the yacht’s size and interior volume, full-size fold-out pages were used throughout the brochure. The agency conducted an all-digital photographic shoot, in order to achieve broad panoramic interior views, which did not require major retouching – impossible in conventional photography. The sprawling gate-folded images are computer assembled from as many as eight individual frames. Still photos were also used in virtual tours of the megayachts, for inclusion on the Millennium website. The agency also directed extensive on-location videography to produce two finished, narrated DVD programs. Graphicus went on to produce a series of double-page-spread and single-page ads for U.S. and international publications.
