Creative Direction Guidelines

Creative Direction Guidelines FRESHMANS 3 GENERATIONS

Team Members CREATIVE DIRECTOR- Emily Summerscales PHOTOGRAPHER- Ebany Tasker STYLIST- Abi Haigh CLIENT- Freshmans PHOTO ASSISTANT- Megan Passey SET/PROP ASSISTANT- Elle Garffit INTERVIEWER- Isabelle Hill MODELS- Ella Firth, Terry Chapman, Katie Haddon, Naz Hatton

About the Shoot Working with and interviewing Freshmans owner Louisa brought to our attention that the 3 generations of customers are a huge part of their brand essence and we want to portray this through the campaign. Therefore we are using 4 models inclusive of all generations: the baby boomers, generation X and gen Z both male and female.

We want to bring out eah models story and what relationship they have to both Sheffield and Freshmans to express creativly the worth of the established Sheffield brand. To do this we are focusing on 6 Sheffield based locations: the Winter Gardens, Sheffield City Hall, the Moor Market, Browns Cafe, the Frog & Parrot and Freshmans itself.

We really want our shoot to showcase the brands story and express the inclusivity of the brand through photography. The styling for each model is all to be quite different to really bring out their individuality alongside their story.

Location

WINTER GARDENS PROPS- Magazine, sunglasses, Freshmans bag MODELS- Ella Firth CAMERA ANGLE- Various including head on, wide shot, close up, below model PHOTO SIZE- Landcape, portrait STYLING- Work Glam: Leather trousers, scalf, shirt/ blouse, heels

HAIRSTYLES-

MAKEUP-

POSES-

SHEFFIELD CITY HALL PROPS - Telephone MODELS - Naz Hatton CAMERA ANGLE - Low camera angle looking up at model with City Hall in background PHOTO SIZE -Square, portrait STYLING- Sports luxe: Camo pants, shell suot jacket, Adidas jumper, trainers, beanie hat

HAIRSTYLES-

POSES-

MOOR MARKET PROPS- Lipstick, fruit MODELS - Ella Firth CAMERA ANGLE - Wide angle with stalls in background PHOTO SIZE - Landscape, close ups STYLING- Partywear: Sequin dress, Leather jaket, heels

HAIRSTYLES-

MAKEUP-

POSES-

BROWNS CAFE PROPS - Newspaper, Hendersons relish, coffee cup MODELS - Katie Haddon CAMERA ANGLE - Various: Level with model, full body shots, close ups PHOTO SIZE - Landscape, portrait STYLING- Work away from home: Pink suit, lepord print fur coat, heels

HAIRSTYLES-

MAKEUP-

POSES-

THE FROG & PARROT PROPS - Newspaper, drink MODELS - Terry Chapman CAMERA ANGLE - Mainly close up, reflections PHOTO SIZE - Landscape, Square, Portrait STYLING- True vintage: Double denim, chordroy shirt, sheep skin jacket, DcMartins, scalf

HAIRSTYLES-

POSES-

FRESHMANS: 3 GENERATIONS PROPS - N/A MODELS - Terry Chapman, Naz Hatton, Katie Haddon CAMERA ANGLE - Full body shot STYLING- Same outfits from individual shoot PHOTO SIZE - Landscape GROUP POSES-

LOCATION-

Location Order TIME/ DATE

LOCATION/ MODELS

4/12/19 @10am

Meet Ella at Freshmans

4/12/19 @11am

Moor Market shoot

4/12/19 @1pm

Peace gardens shoot

4/12/19 @1.30pm

Winter Gardens shoot

5/12/19 @10am

Meet Kate and Terry at Freshmans

5/12/19 @10.30am

Frog & Parrot shoot

5/12/19 @ 11.30am

Browns Cafe shoot

5/12/19@ 12am

Meet Naz at Freshmans

5/12/19@ 12.30pm

Freshmans shoot

5/12/19@ 1pm

City Hall shoot

5/12/19@ 2pm

Grafiti shoot

5/12/19@ 3pm

Back to Freshmans

ITS A WRAP!

Concept Board

NARRATION

INCLUSIVITY

INDIVIDUALITY

QUENTISENTIALLY SHEFFIELD

Model Profiles Ella is a Sheffield Hallam student, studying Primary Education, who part time models for a company down in Chesterfield. As well as studying, her part time job and modelling… she also has a strong interest in horse riding and tries to focus on this during her spare time.

She has a quirky look, with long blonde hair, a slim build and big blue eyes. Her look was perfect for our shoot and she stood out amazingly to the backgrounds we presented her with.

ELLA FIRTH “Freshmans is my go to for original Levi’s festival shorts, the best quality at an amazing price- the best prices in Sheffield. Nicest staff you could meet, and extremely helpful!”

“Freshmans reminds me of being 14/15 and shopping everything vintage there, I wanted to be different and Freshmans helped me to do exactly that!”

KATIE HADDON

Katie is a Sheffield local, growing up in the likes of Hillsborough and just on the outskirts in Dronfield. She runs her own business, The Bag Company, where her customers range from many well-known individual businesses throughout Sheffield.

She has a strong look, with short blonde hair and deep green eyes. She holds herself strongly with a slim build and long legs, each feature helped us to achieve the perfect look for her.

“Freshmans is the place to get the best Levi’s and the most elaborate scarves… but my favourite item was my snorkel parka with orange lining. PROPER 70s. I wore it till it fell apart many years later!”

Terry is a proud born and bred Sheffield manor, originating from Sheffield’s very own Manor Top! He’s grown up making a name for himself in the packaging business with most of his customers varying all over Sheffield, before passing his business down to his daughter, Katie.

Terry has a traditional look to him, with a slim figure and a rough-cut facial look. Along with his red cheeks, and cheery personality he helped to make our shoot perfect by making sure every shot showed that.

TERRY CHAPMAN

“My favourite memory was a window display.

Comprising of 70s toys, the sort of thing I played with as a boy. Action Man, The Bionic Man, The Lone Ranger, sort of boy’s dolls.

My favourite item was always second-hand Levi 501s.”

NAZ HATTON “When I think about Freshmans, I think about the time I visited with my friend to find her the perfect sport spice Halloween costume, the choices in there were endless!

I’m a frequent customer and I’ll never forget about my favourite dickies work trousers I purchased there!”

Naz is a Sheffield Hallam Student, currently completing his second year. Originally from Bolton, he still has a northern soul and heart, which is exactly what we wanted for our campaign, along with his striking poses and helpful involvement in the shoot and styling.

Naz has a quirky style of his own, which is clearly shown through his facial features and own personal style. His own accessories helped to make our shoot even better, bringing in a bit of his own touch to make the images personal.

FEATURING ROXY THE DOG

BE INDIVIDUAL, BE Freshmans.