Amara x Becklesfitness:
The Beginning, in Los Angeles
Amara's first campaign took us to Los Angeles.
We travelled from Malibu to Beverly Hills, photographing the watches along the way. Ocean in one direction, mountains in the other, beautiful old houses, classic cars and that Californian light that seems to make everything look ever so slightly better than it really is.
There was only really one person I wanted alongside us for the first one.
LA, The City of Dreams
Los Angeles is a place where ideas take shape and ambition thrives. A global hub for creatives, entrepreneurs, and athletes, its mix of energy, focus, and visual beauty made it the perfect backdrop for this campaign.
We’ve always been curious about places, how people live and the details that give somewhere its character. Los Angeles gave us plenty to work with.
And, naturally, plenty of that never-ending summer feeling too.
Rodeo Drive
Of course, we made our way to Rodeo Drive.
Some of the world’s great houses have occupied these streets for decades. We were there with a few watches and a brand that was only just beginning.
I’d like Amara to have a store here one day.
Los Angeles, California
We don’t really believe in chasing whatever is here today and gone tomorrow. There will always be another trend, another place everyone suddenly needs to visit and another thing we’re told we need to own.
We’re much more interested in the things that endure.
This was simply the first chapter.