With the launch of Paiko’s new short: Paiko Presents: How to make a Floral Crown, we wanted to shed some light on the brilliant creative mind behind the film. Meet Vincent Ricafort, a Kaka’ako superstar who has practically been working with Paiko from day one. His films are an art, with a range that spans from playful shorts, to music videos, to coverage of humanities and the arts. We were especially enchanted by his piece, The Talk of the Sea, on Papa Mau Piailug, a master navigator from Micronesia, which left us looking at the ocean, the stars, and the Kaka'ako mural of Pialug in an entirely new light.
Paiko is honored that Vince chose to work with us on our film, and are excited to present it to the world.
What is your background?
I originally studied fine arts. I graduated in 2005 with an interdisciplinary studio arts degree from SAIC, or the School of the Art Institute of Chicago. I mostly focused on drawing and painting and 2D work. In 2010, I bought my first DSLR. Filmmaking became more affordable and accessible and I stopped working in the service industry out here in Hawaii, which is pretty typical for artists in any city. I began pursuing a career in the arts. Film just happened to be the medium that I became most interested in. More recently, I’ve been pursuing this career as an aspiring director and filmmaker. I also work as an educator.
I first met Tamara in 2012, when she began exploring this concept of Paiko and trying to create the business. I’ve been hanging out here for a while. We’re neighbors here in the Kaka’ako community. I guess we’re a couple of Kaka'ako creatives. She’s been developing this concept of a retail shop for the last several years while pursuing her own interests at the same time, and I really like the brand and the appeal. I shot her original catalog for Paiko, which was a lot of fun and I’ve been kind of involved in interpreting the brand from the beginning and I’ve watched it grow. So I guess the next logical step was for us to do a commercial because it’s something that I wanted to do, something beyond the photography.
What was your inspiration for the film?
The inspiration for this film, Paiko Presents: How to make a Floral Crown, was the idea of this as a short film. I called it Paiko Presents because I wanted Paiko to be able to curate things and to present things over and over again. The inspiration came from the timeless beauty of flowers and the experience of nature and design and this idea that nature is design that we can interpret and influence, so I just took all of my favorite things about Paiko’s brand and turned it into a commercial that had a broader appeal, something that I’m hoping will reach international audiences.
There are some influences in this commercial including Wes Anderson, obvious influences from the montage to the pacing. I just wanted something that gave people a sense of an experience with the brand. And there were some other ideas that were born out of this, including the hashtag, #paikomoments, which are these other short films that last about 15 seconds: little vignettes that loop over and over again; kind of like nature: its just one thing after another.
Can you elaborate on your hopes/expectations for the film?
Like I said, I hope it reaches a broader international audience. Really I hope people come into the shop and take something away so that they can experience Hawai'i. I think this is a really nice jumping point. It’s like when you travel to other cities, you know what do you do? There are the typical things like “let’s go have a Mai Tai at the beach and listen to Hawaiian music”. The flowers and things that you can buy here or the floral crowns and the workshops that you can take here are so much more of an experience. They lead to a greater experience. It’s really cool; you can get pretty involved with your travel destination experience to Hawai'i through things like the floral crown workshop. Hopefully it reaches the audience so people can know about it. I just want people to know about the brand and the lifestyle.
By Kenna Reed
Photos by Eunji Paula Kim