MARA HOFFMAN SPRING 2013 campaign & video
Spring 2013 & campaign inspiration: The word, ALOHA
As Hoffman explains, "I attached to the spirit of the word and the simplicity and complexity of it all in one..The presence of Divine Breath... Love, Hello, Goodbye
See definition: Aloha (and mahalo) are ineffable, indescribable, and undefinable with words alone; to be understood, they must be experienced. Deeper meaning and sacredness is hinted at by the root words of these words. Linguists differ in their opinions as to the exact meanings and origins, but this is what was told to me by my kupuna (elder): "On a spiritual level, aloha is an invocation of the Divine and mahalo is a Divine blessing. Both are acknowledgments of the Divinity that dwells within and without: Aloha [Alo = presence, front, face] + [hā = breath] - 'The presence of (Divine) Breath.'
Mara Hoffman "ALOHA"
Directed by: Neil Krug - neilkrug.com/
Styling by: Richard Ruiz
Produced by: Wendy Stenzel
Featuring: Phoenix (Nous Models)
Music Credit: "Sapa" by White Flight, produced by E*Vax & White Wizard
Make-Up by: Bethany McCarty
Hair by: Candice Birns
Cinematography by: Neil Krug & Graham Walzer
Post-Production: Neil Krug
Stills by: Neil Krug