Filming: the day

The shoot took place yesterday with my niece, Willa (aged 12 months), with the help of both my sister-in-law and my younger sister. I had chosen location and taken test shots the day before in preparation. At last minute notice of the timing on the shoot, wardrobe was MIA. I made a sporadic trip in the morning to Target and quickly pulled three looks that I found suitable to the designer's aesthetic. I didn't concentrate too much on the clothes, as the video is simply a depiction of the campaign. The video and campaign images are more about the story that the campaign is telling rather than the wardrobe choices, make-up etc.

The day panned out as so:

• 11 AM: Wardrobe shopping at Target
• 12 PM: Set up of lights, camera, acquiring of props
• 1 PM: First filming installment with Look 1.
• 1:30 - 3 PM: Break
  
• 3:30 PM: Second filming installment with Look 2 and 3.
• 4 PM: Wrap-up.
  

I did encounter a few problems with the shoot. The first is technical: the camera battery consistently died upon filming. This was, thankfully, fixed later on during the day before the second installment of filming. Secondly, I didn't factor in the time and patience needed while filming with children, especially a 12 month old. It was near impossible to direct Willa and keep her interest in the setting around here. I also needed to factor in nap-time, as Willa performed her best after waking up from a nap.

In the end, I did come out with some great shots. I can't wait to play around with the film and see if I can manage to put together my original storyboard. I may outsource the editing to my sister who is a multimedia producer. This will hopefully give the film a more professional outlook!

Test Shot

Test shot for campaign video & images

Pre-Filming Post

My week in America has been jam-packed with events. Filming and shooting for the campaign takes place tomorrow and there is much to do! Here are some hints of what is to come:

• creative
• chaos
• clean cut
• fun
• accessible style

Today is dedicated to finalizing the story board as well as shopping for any last minute props. I'm keeping the filming process simple and enjoyable, as I'm taking the reins in terms of both directing and producing!

Project Proposal

After a grueling three weeks, I've finally discovered my project for the business proposal! While I'm glad to have discovered it, I'm now incredibly stressed for time. I plan to film and shoot my campaign images next week, as I'm heading back home to Boston.

Brand Name: Peter Jensen


Concept of Business: Childrenswear (brand extension)

Main Competition: Polarn O. Pyret, Pumpkin Patch

USP: A fun, colorful, and vintage-inspired range for imaginative children. The range will be inspired by vintage toys.

Target Market: The line will be for children aged 12 months - 8 years, but the target market is Adults (age 25 - 40)

Customer Profile: Acorn types 1 and 3, categories CGH. They are young stylish families with comfortable jobs and a medium disposable income.

Brief Outline of Products: This range will be small, as to mark the launch of the extension. The estimated number of pieces will be 10 including (but not limited to) dresses, tops, and trousers.

Location of Business: primarily UK based

Visual Inspiration:

Fashion Video Inspiration

To get a better idea of how fashion can be filmed, I've been keeping my eye out for videos that inspire me. Here are a few that are incredibly different from each other, both capturing a different style of film.

source: Liebemarlene Vintage



source: ck one

source: nowness.com

Battle of the Brands

I've finally narrowed my options down to two brands. They are both UK based, yet both were created by international designers.

The first:

tba
a.k.a. To Be Adored

The second:

Peter Jensen

What's exciting about these brands is that they mainly sell through concessions and are both low budget. This would it make it exciting for me to produce a great low-cost business plan that really focuses on the digital marketing sector.

Now that I've narrowed it down, I'm feeling a lot more excited to begin this project. While I may still be waiting on the "big idea" to come to me I'm already starting to imagine how this whole thing can come together, from the promotion to the filming of the video.

Beginnings

Last term was particularly enjoyable, as we were able to focus in depth on a brand of our choice and evaluate their branding and marketing communication strategy. I chose Acne Studios with the idea to continue this brand into our third term Final Major Project. However, I have recently began to question whether I want to continue with Acne. There are endless brands to work with on this project, and I'm currently researching where I can best use my abilities in communicating a business proposal for a brand.

Some thoughts have surfaced to work with French label A.P.C. I have done a little background research, and the secondary research around this brand is fairly scarce in English (starting with the brand history and continuing from there.)

I plan to start exploring UK based brands to see if something sparks my interest. Hopefully in a couple of days I will have finally made a decision! Check back here soon for a project proposal outline.