When FLYSURFER decided to introduce a new kite to their lineup, they aimed for something that would embody the essence of independence and creative freedom. Enter INDIE, a kite designed for performance and those who crave a lifestyle that breaks free from the ordinary; in this feature, Noussa Denkler & Miriam Joanna share their behind-the-scenes experience.

Just before New Year's, I got a message from Christoph Hesina at FLYSURFER. He asked if I wanted to be part of their next product shoot. I was intrigued when he mentioned Morocco and hinted at a 60s-themed concept. But when I found out that Miriam Joanna was the creative force behind the shoot, I was excited. Miriam has this unique, art-like style that's hard to describe. The promise of a Moroccan adventure was impossible to resist.

The concept was different from anything the kitesurfing scene had ever seen. Miriam Joanna and Danu Noah wanted to create a visual narrative, blending the free-spirited 60s with Morocco's hidden gems. "It was a unique vision that promised to bring something truly special to the table, though I still had to understand it fully," recalls Noussa.

What made this shoot truly unique was the entire production process behind it. The team began by sketching out a full storyboard and even animating it. Daniel Zineldin then got to work crafting all the props—everything from a vinyl disc and backpack patches to fake license plates and even an entire magazine! And as the cherry on top, they hired Samuel Tehrani, an actor from a Sundance award-winning film. "Impossible" is definitely a term that doesn’t exist on our shoots!

The shoot took place across four different locations during one of the busiest times of the year. Starting in Marrakesh, the team captured stunning visuals, including vibrant colour contrasts against the city's red brick architecture. However, not everything went according to plan. For example, in some shots in the beautiful Jardin, Majorelle didn't make the final cut due to permission issues.

From Marrakesh, the team travelled to the coastline, immersing themselves in nature. "The funniest part about the whole trip was that the cars and people you see in the video were not planned at all," says Noussa. "Miriam and Danu had a vision, and somehow, everything fell into place. I'm talking about retro cars, 'tourists,' and 'dancers'—we found them all along our way."

When it came time to shoot the promotional video for INDIE, Morocco was the perfect backdrop. Known for its rich cultural history and iconic ties to figures like Jimi Hendrix and Bob Marley, Morocco is a country that has long embraced individuality. The landscapes, from the vibrant streets of Marrakesh to the serene coastline, offered the perfect setting for a story that would encapsulate the essence of the INDIE kite.

Here are some interview snippets from the magazine:

What's your secret ingredient for the delightful insanity in "Indie"? Miriam Joanna: (Chuckles) "Well, they say the best films are made when you're slightly unhinged, right? I might not be running a circus, but 'Indie' sure felt like one. It's my wild ride into uncharted territory. I live by the 'no fear, no regrets' motto, pushing boundaries to capture the raw energy of kitesurfing. I don't shy away from any challenge—whether it's diving into the ocean with the camera or pushing the crew to their limits for that perfect shot."

Daniel, stepping into Miriam's world – how's the wild rollercoaster treating you? Daniel Zineldin: (Laughs nervously) "It's like hopping on a rollercoaster without a seatbelt. Exciting, terrifying, and every now and then, you question your life choices. Coming from a background in visual storytelling, diving into the unpredictable world of action sports was an exhilarating challenge. Every day brought something new, a crazy twist to the story we were creating on the Moroccan coast."

Miriam, how did you manage the dynamics on set, especially in such challenging conditions? Miriam: "It's all about channelling that fearless energy. I believe in creating an environment where everyone gives their absolute best, even when the going gets tough. We're a family on set, navigating the chaos together. And in the end, that camaraderie translates into the intensity you see on screen."

Before you press play, you might wonder, "What’s INDIE?" The short film created to answer that question is more than just a product showcase—it's a satirical and humorous narrative that builds a mythos around the kite. The film doesn't just sell a kite; it sells a world, a new attitude towards life, and a sense of uniqueness. The narrator draws parallels between "INDIE" and "hippie" cultures, crafting a fictional universe where the INDIE kite is the ultimate symbol of freedom.

Frank the Lifeguard: Since this video shoot took a completely different approach to product placement, the team decided to incorporate an authentic 1960s-style TV spot, focusing heavily on the product, true to that era. From previous shoots with Theo, Miriam knew he would be the perfect fit for their lead TV spot character. He's incredibly versatile—whether it's playing the cheesy lifeguard, Frank, or transforming into Jacqueline, the lip gloss-wearing, straight-haired 

THE INDIE

The INDIE is more than just equipment—it's a gateway to a lifestyle defined by freedom, creativity, and individuality. Through the lens of the short film and the experiences captured in Morocco, the INDIE kite invites you to join a community that celebrates the spirit of independence. Whether you're a seasoned kitesurfer or just starting, the INDIE kite offers a ride that is as unique as you are.

FLYSURFER has always been a brand that advocates individualism, and INDIE is a testament to this philosophy. "INDIE," short for "independent," has long been associated with works created outside the mainstream. The entertainment industry represents creativity unfettered by commercial pressures, allowing artists to explore new ideas and push boundaries. The INDIE kite carries this ethos into the world of kitesurfing, offering riders the freedom to express themselves on the water, unhindered by limitations.

The INDIE kite allows riders to experience the pure joy of kitesurfing with complete control and the ability to ride in various conditions. Riders embrace the unexpected and explore the boundaries of what's possible on the water. It is designed to make you feel independent, light, and agile. Whether carving through waves or soaring above the water, the INDIE kite uplifts your spirit and fills your sessions with joy. It's perfect for freeride, progression, and hydrofoil enthusiasts, offering versatility across different wind conditions. Riding with the INDIE kite is more than just a sport; it's a lifestyle—a positive, inspiring experience that opens your mind to new possibilities.

At the end of the film, viewers aren't just introduced to the INDIE kite—they're welcomed into a community, an insider circle where satirical humour and a shared appreciation for independence reign supreme.

We hope you enjoy the film!

Videos

INDIE - THE NEW ONE STRUT KITE
By Noussa Denkler & Miriam Joanna

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