Members -- 6 days ago
Words: Holly Macnaghten
If you can make it in London, you can make it almost anywhere and so it seems apt that we find ourselves today in the capital for the announcement of one of the most exciting campaigns of the year. Ultra-Premium Vodka brand CÎROC have today announced the collaboration behind their new international brand campaign ‘CÎROC On Arrival’, and what a collaboration it is. Take one world renowned fashion photographer and one of the hottest British actors of the moment and you’ve got yourself a winning combination. Taking place at the London Edition Hotel, we see the first shots of the campaign.
The campaign is inspired by the instantly recognisable and nostalgia-drenched images of legendary photographer American photographer Slim Aarons, who is noted for capturing often celebratory moments in time of the socialites, celebrities and jet-setters of bygone eras. In his own words, Testino explains that,”the locations and settings he used were so important to his photographs and always beautiful – they make you want to be part of that moment he has captured. In much of my work I try to capture a moment – a moment that did not exist before and will not exist again. This campaign will take us around the world creating these unique moments with really exciting talent.” In a similarly jubilant way, it’s our own British star and all around gentleman, Sam Claflin of The Hunger Games and The Riot Club fame, who takes centre stage in these first set of stunning images.
This wasn’t Claflin’s first time working with Testino, yet the young British actor describes the experience of working with him again with sheer delight and honest thanks, noting Testino as “one of, if not the, best photographers in the industry at the moment…he has shot some of the most talented people from all different paths, so to be hand selected feels surreal and an absolute privilege.” Despite being launched into the celebrity sphere in recent years, Clafin remains refreshingly humble and instantly likeable. Shying away from the partying and limelight-grabbing ways of some of his contemporaries, when asked how he manages to avoid the press he jovially laughs and tells us that he simply gives them nothing to write about! “As much as I don’t think I’m necessarily “in the spotlight”, I have experienced flashes of craziness and also seen attention forced upon my peers. I consider myself hugely fortunate – not only do I have the opportunity to maintain a level of privacy, but know if things ever did get out of hand I have an incredible support network of friends and family who’d immediately bring me straight back down to earth. I share as many of these crazy experiences with my loved ones as possible. They make it all worth it.”
On the location of this first part of the campaign, Claflin appears wonderfully patriotic towards London, “growing up, London was always the place I dreamt of living. It’s my favourite city in the world and now I can call it home. This opportunity to represent the city in this campaign for CÎROC, it’s literally felt like a dream come true.” And so it is with great excitement that we are able to share these behind the scenes images with you, as well as exclusive video footage from Sam himself. Following the London launch, the campaign will travel to South America and Rio de Janeiro, as the next shoot location. To complete the 18 month campaign, three other shoots are scheduled in Ibiza, Cape Town and the Alps. We took a moment to chat to the talented actor about the campaign…
INTERVIEW:
TGJ: How, if at all, did you relate to those images by Slim Aarons that were used as the inspiration?, Sam Claflin: Well I think for me what’s so poignant and memorable about what Slim visualized back then was that he captured moments and allowed you insight into those moments that you wouldn’t normally be allowed into or to see; between friends, between the high society or whatever it may be, in very specific locations and therefore I think for me that’s exactly how I like a photo taken. The actual shoot with Testino felt very natural, and that’s the way that I like to be shot.
TGJ: When shooting the campaign, did you treat it as acting or as modeling?, Sam Claflin: I cant deny that I’m very aware that there is a camera even though you’re told to get within the moment, We did have a story board, therefore I was able to loose myself to an extent, but I was still be very aware that I had look good…to an extent!
TGJ: So to what degree were you directed or was it collaborative?, Sam Claflin: I think the great thing with Mario is that he has a very clear view as to what he wants to achieve and he’s very focused and very professional and I think he allows the actor or models to have their own personalities within that photo.
TGJ: Obviously working with someone like Mario Testino is anyone’s dream, let alone any actors dream, what was it actually like working with him?, Sam Claflin: I’ve actually worked with him once before on a Burberry campaign, a few years ago and I think at that point I definitely felt very uncomfortable and I suppose having the opportunity to work with him again, revisit that was great. He is undoubtedly one of the biggest photographers, if not the biggest photographer in the world and has shot some prolific figures in his time so to have the opportunity to work with him again is a real dream come true.
TGJ: Amazing. How did you find the difference in approach between acting and doing something like a photo shoot?, Sam Claflin: Photo shoots will generally have you being yourself – most of the time I’m promoting me as a person, me as a brand as well and therefore I tend to feel a lot more naked, if that makes sense? Whereas when I’m in character acting I’m able to forget that I exist and just pretend that I am this person which is why I generally find that acting is a lot more comfortable for me.
TGJ: You keep being described as the sort of ‘one to watch’ or ‘rising star’, but probably a lot of people would agree that you’re more than that, you’ve been in so many incredible films, alongside a lot of great actors, so what do you think it will take for you to think, ‘I’ve made it” I’m not one to watch ‘I’ve made it’?, Sam Claflin: Do you know what, that’s a good question. I feel I haven’t made it yet and I hope that I continue to feel like that because it makes me want to work harder and it makes me want to continue to challenge myself in new ways and I don’t want to be playing the same part over and over again. I think there might be one moment in my career, potentially down the line, when people will then say, “yes, yes he can”, but I don’t think it has happened yet and I’ve not had the opportunity, but I think doors are continuing to open at the moment and I’m having the opportunity to work with some fantastic people and some fantastic projects, so long may it continue! Hopefully at some stage in my life I might look back and go ‘ye, ye… I made it”.
TGJ: How can you, if at all, prepare for the fame? Do you actively think about it or do you try to block it out?, Sam Claflin: No. Quite the opposite. I try not to think about it at all. I think, I’ve been lucky to work with some people that have been through that and are undoubtedly in the limelight 24/7. The likes of Johnny Depp, Kristen Stewart, Jennifer Lawrence and it’s no life to live. It’s unfortunate because they didn’t get into this industry to become famous and I think there’s a huge difference between celebrity and acting.
TGJ: Can you explain what you mean by that?, Sam Claflin: I think so many people achieve that fame through the acting but I can pretty much guarantee that most real actors, who want to act, don’t want that side of the industry, but that comes hand in hand sometimes and you have to be aware that the things you do are going to be at the forefront of newspapers so you have to be aware and you have to behave. I think if you’re responsible and mature enough to actually just take that in your stride and not have any expectations about what may or may not come then I think it will be ok.
TGJ: From what I can tell you seem to keep quite a low profile in the media. There are never scandalous stories, how do you think you’ve done that?, Sam Claflin: I’ve just not sold any stories to the papers! I don’t call the paparazzi and say,“I’m filling my car up with petrol, come and have a look.” I also don’t necessarily go to spots in London or anywhere else that are the places to be. I like finding my own little spots, the new spots and when they become hot spots, I move onto the next one. I don’t go out for dinner at Chiltern Firehouse every night and I’m not a member of any of clubs – I keep myself to myself. I have my group of friends who keep me grounded so I’m blessed in that way.
TGJ: You’re very much a part of this group of young British male actors at the moment, a lot of which were in The Riot Club with you, is there a competitiveness between you or is it more like camaraderie?, Sam Claflin: I think that’s exactly right – it’s camaraderie, I think most of the time if there’s a part that I read that I thought I was perfect for and someone else got it I wont deny that I’d be slightly envious and slightly disappointed, but I think they are all fantastic actors. We are all friends, so you’re happy when your friends do well. For example, a part that I auditioned for, time and time again, one of my good friends Eddie Redmayne got, and I was like, “you know when I read the script I thought you were perfect for this part and I wasn’t”.
TGJ: And finally, a question that we ask everyone, what do you believe it takes or what makes a modern day Gentleman?, Sam Claflin: I think there are some old traditions that should still be kept in place, like opening a door for a lady. (See, I said lady, well done me…!) I think it’s the unexpected things like making a cup of tea in the morning, making her breakfast, buying flowers, you know I think its an amalgamation of all sorts of things…
TGJ: What about style?, Sam Claflin: Style I think is a big part of it nowadays. Probably less so fifty years ago, but I think now you dress to look good enough on a woman’s arm. I’m definitely a man who prefers to dress very comfortably, but at times I feel a little under dressed next to my wife. So I feel I have to dress up to make myself worthy, because she’s just a bit too beautiful!
Sam Claflin speaking about being handpicked and shot by Mario Testino:,
Behind The Scenes with Mario Testino and Sam Clafin:,
All photographs: © Copyright Mario Testino
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