Starting today, award winning British filmmaker Chris McClean has chosen to premiere his latest film Urchin Howl exclusively through Instagram.

Initially making a name for himself through his short films Uncommon Ideals and Beyond the Scars, which capture the frigid delights of the North Sea through sublime cinematography, evocative poetry and thoughtful soundtracks, the filmmaker has always taken pleasure in experimenting with different formats and idea of developing a surf film for Instagram seemed like an exciting challenge.

Urchin Howl will roll out through the platform across seven days with a new 15 second episode presented daily at 1200 GMT. Showcasing North Sea barrels, grinding Irish point breaks, hollow Central American beachies and gnarly Scottish Slabs, it features the talents of some of the most exciting names in European surfing: Kepa Acero, Fergal Smith, Freddie Meadows, Gabe Davies, Nico Von Rupp and Reubyn Ash.

“I like the idea of presenting surf films through a variety of formats, from the live cinematic experience with an audience, to the challenge of short format digital bytes,” explains Chris. “It was an idea I was thinking would work with a series of teasers for various projects, but ended up really liking how it looked. I threw the idea to CJ Mirra, he came back with the killer track that worked well with the choppy quirky style, so we ran with it. It’s awkward but that’s what I like about it.”

For the first 15 seconds, visit Chris McClean’s Instagram account.

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