How to promote a surf film, with John John Florence

Words by Elliot Struck

I don’t profess to know John John Florence closely. But through various readings and dealings, the thing I most like about his character is the lack of need for spotlight – unless it’s something he’s really enthused about. And his new film, View From A Blue Moon, is something he’s most certainly enthused about.

John is notoriously particular about what he puts his name to. But, when it comes to the promo run for his new film, he’s down for anything. And this extends way beyond the surf world.

See, Brain Farm, the sexy production gang backing John and director Blake Kueny’s new opus, think big. The Art Of Flight, made by Brain Farm and starring Travis Rice, was a snowboard film that transcended snowboarding. Big budget, bigger ideas, and a monstrous impact is how those guys roll. And to make that kinda impact, you’ve gotta go beyond the walls of your own sport. There’s also the key aspect of a talking point: In this case, the first surf film shot completely in 4k resolution.

Post Mick vs Shark, the mainstream are all over surfing. So when John John’s camp come knocking with the decade’s biggest surf film, well… John has been busy. Here’s where he’s been so far:

KTLA 5
“Some people may not know who you are… other people think you’re god.” Watch the full interview above.

French GQ
Le Film de Surf très attendu de John John Florence!

Rolling Stone
On Seasick Dream, Jack Johnson’s bespoke song for View From A Blue Moon.

Reddit
John’s Ask Me Anything was about as open as he’s ever been. It’s very good reading, and covers topics from the future of surfing, to his father writing a memoir, to Andy Irons, to surf groupies, night surfing and more.

KCRW
Anthony Valadez hosted John for the Guest DJ Project, which saw Mr Florence program Neil Young’s Old Man, AC/DC’s Thunderstruck, Paint It Black by The Rolling Stones, Black Sabbath’s Under The Sun and, of course, Jack Johnson’s Seasick Dream.

Hypebeast, in very Hypebeast fashion, dug the exclusively 4k aspect and posted the trailer (then showed it to their 1.7m IG followers). High Snobiety also posted the trailer.

SportsCenter were into the filming session in Brazil with Filipe Toledo (and also shared it with their 3.6m IG followers).

ESPN also liked the John x Filipe x Brazil skew and went big on their global homepage.

Mens Journal dropped the trailer, also.

And then, while it isn’t really promo, there was all fun with jetBlue budget airline yesterday. Read here!

Will this be the most watched surf film in history? Stab says yes!

Catch the premiere in your town:

OAHU:
8pm on November 11, 2015
Sunset Beach Neighborhood Park
59-727 Kamehameha Hwy
Haleiwa, HI 96712

ORANGE COUNTY:
8pm on November 11, 2015, 9:45pm on November 11, 2015
Edwards Big Newport 6
300 Newport Center Drive
Newport Beach, CA 92660

PARIS:
8pm on November 12, 2015
Le Grand Rex, 1 boulevard Poissoniere, 75002 paris

TOKYO:
8pm on November 11, 2015
Toho Cinemas Shibuya 2-6-17 Dogenzaka Shibuya-ku

SYDNEY:
8pm on November 11, 2015
Collaroy Cinema
1097 Pittwater Road, Collaroy
New South Wales, 2097