Firm models good exposure

A Sarasota company that connects the fashion and movie industry with area locations to do work hit its latest jackpot this week: It helped set up a photo shoot that starred Victoria's Secret model Toni Garrn — known in tabloid magazine circles as actor Leonardo DiCaprio's girlfriend.

Garrn was in town for five days of beach shots, with stops on Lido Beach, Coquina Beach and Longboat Key. She worked with a company assigned to put together a catalogue for Next, a British department store. The photographer, Ben Watts, also had a famous connection. He's actress Naomi Watts' brother.

The firm that brought the star power to the area is SRQ Locations, run by onetime model Mel Davis and former software sales executive Anne Westman. (See Business Observer, April 12, 2013.) The duo launched the firm in January 2012, with the idea to use their industry connections to provide clients a Florida alternative to Miami. They have since added production work to the firm's offerings. “Things are going really well,” Westman tells Coffee Talk. “We've had so many people interested in this.”

That includes the latest crew with Garrn, a 21-year-old German-born model. Davis, who once appeared on a Tommy Hilfiger billboard, helped set up the locations and also helped Garrn and team get around town. “They all were pleasantly surprised,” says Davis, about how easy everything was, from permits to shoot in the beach to how friendly people were.

Garrn had fun at work and play, apparently. In one photo at the end of the shoot, for example, six shirtless male models surround her. That picture was picked up by websites worldwide. “It went viral,” Westman says. “It's all over Europe.”