Musto is a relentless innovator in the field of sailing, equestrian and country sports clothing.
Digital Gas is contracted to provide a broad range of editorial services, including brochures and catalogues, brand-heritage exercises and short films, featuring many of the people involved in Musto's illustrious past and those who are building its future.
You always learn something new with every project. In Musto's case came we realised that our video content, in particular, has been useful in areas we would have never imagined. Our productions are used by sales executives and in-house communication tools as well as more familiar marketing purposes - both online and offline.
Here are a few examples below. The comprehensive collection can be found on the Musto Stories space on Vimeo.
They're right, there is nothing like a dame. We interviewed Dame Ellen, one of the most successful sailors of her generation, at Gurnard, Cowes, during August 2010. Ellen has an unexpected warmth to her and she fizzed with energy right to the tips of her fingers. An amazing character.
This film was used at the press launch of Zara's ZP176 launch in Horseguards Parade . We also interviewed European eventing champion Tina Cook at her father Josh Gifford's stables in Findon, West Sussex.
Keith Musto was among the finest competitive sailors of his generation. This short film tells the story of how he and sailing partner Tony Morgan fought their way to win silver for Britain in the 1964 Tokyo Olympics. It shows an almost bloody-minded determination to succeed that characterises the way Musto subsequently set about changing the face of sailing clothing.
We travelled to Cassis to capture the essence of Classic Yacht Racing, which attracts people of all ages and backgrounds to the South of France. Eilidh is one of a fleet of lovingly-restored classic racing yachts that spend the summer racing across the Mediterranean - a work of art in everyday use.
Design consultant Joe Baker puts together the mens lifestyle collections with Musto's Simon Oates. In this film, he guides us through the evolution of the sailing jacket over the past four decades. Musto has led the way in technical sailing clothing and this collection illustrates the combination of heritage and innovation that makes the brand so exciting to work with.
What looks like a minor departure was a major editorial decision for us. The Musto Signature range is an equestrian-inspired lifestyle collection and we had such a great day in the Sussex countryside we decided to let the music and the pictures tell the story. As a journalist, I was never a fan of the line 'if a picture paints a thousand words' from that awful song by Bread. But in this case, they might have a point.
Zara Phillips is the real deal. She works hard, doesn't stand on ceremony and she's got a great sense of humour. We shot this film primarily to raise awareness of Zara's role as the first Musto athlete to design her own range of clothing.
Fifty years of heritage brought vividly to life for the first time. This was a real labour of love, digging archive material out of the vaults and telling the story of a great British brand with genuine heritage. The backbone of the book was formed from an amazing old scrapbook that the company founder, Keith Musto, handed over, along with his silver medal, which had languished in a drawer since 1964.