The Beach Head – a local avid beach goer that devotes their free time to lounging horizontally on a bed of sand under the sun (or clouds). Rain or shine, the Beach Head is committed to the alluring nature of the beach. The wind calls their name, the sand draws them in and the ocean mesmerizes them with her enchanting spell. A sound that encapsulates raw power as it meets the shore, back and forth – cradling its audience into a toxic trance. One that the Beach Head cannot resist. Despite their work and personal lives – time for the beach is always found.
These eclectic individuals come in all shapes and sizes – they could be your brother, your cousin, your next door neighbor or even your grandmother. These Beach Heads stay far from the crowds as they look for solace as they indulge in the ocean’s healing waters. A local’s beach – the preferred back drop of the Beach Head. While Miami Beach has its fair share of eccentricity and undeniable characters that contribute to the band of locals populating the beach – Crandon Park is a local’s best kept secret.
Trailing the eastern face of Key Biscayne – Crandon Park is an island getaway inhabited mainly by local beach goers. The preferred aquatic destination of the Beach Head. A great equalizer in the local community. A meeting point for friends, families, ideas and of course the undeniable Beach Head. Now, if you’re eager to make a sighting – Sunday is your best chance. A day of rest, reflection and dedicated solar emersion (or lack thereof). Follow the smell of freshly lit charcoal for a definitive sighting. Hammocks, tents, coolers and the deep vocals of Benito permeating your eardrums are confirmation that you’ve made contact.
Without a doubt, the majority of the Miami’s city dwellers are Beach Heads. The city’s relationship with the ocean is profound. Growing up in tropical warm waters will captivate you.
As it’s captivated many of us here at Johann Wolff. That’s why our latest campaign is an homage to the Beach Head, the locals and our city. High Tides focuses on the quirky, bold and beautiful flavors of life Miami has to offer, which inspired the featured eyewear styles. So, in true Miami Winter spirit, we took our sweaters and swimwear to the local’s beach – Crandon Park. Where an overcast sky set the perfect backdrop to capture the essence of the Beach Head and highlight our fresh light tint lens creations.
We meticulously crafted the characters portrayed in High Tides to embody the electric nature of beach going and how culturally engrained it is in Miami. Our talent not only served as the conduits for these characters, but also as inspiration. Savannah (a model), Rolly (a musician) and Pablo (a photographer) embody the creative energy of the city through their crafts. Allowing the surreal outfit and frame pairings to unfold. Transporting the viewer into the dimension of the Beach Head, a parallel realm dictated by the ocean’s sonic trance. Where classic eyewear styles come to life through unique frame and lens combinations.
Hide Tides showcases some new releases – such as the Anna Matte Havana / Lavender, the Zhan Mellow Yellow / PC Lavender and the Carousel Amber / PC Yellow.
Come find us at our home base in the Grove – we’d love to chat with our fellow Beach Heads.