PORTFOLIO
LEVI’S : WE ARE GEN
DISSERTATION : YOU THE DADDY
CREATIVE CONSCIENCE : WHAT’S YOUR NUMBER BOOTS : SLEEK X GREY GARDENS
TREND FORCASTING : TREND NATION
This portfolio is a collection of work from my three years studying Fashion Communication & Promotion at Nottingham Trent University. These years have allowed me to develop my interests in social causes by challenging outdated perceptions and appropriately re-communicating these for modern audiences.
Nottingham Trent University (2015-2018) 2:1 BA (Hon) Fashion Communication & Promotion The Sixth Form Collage Farnborough (20112013) A Levels : Textiles (A) , Photography (B) , Literature (B), History (C), General Studies (C) Calthorpe Park School (2006-2011) GCSE’s: 9 subjects A* - C, including Photography, Art, English and Maths.
AMY HEARD, 24
L: B: E: T: P: I:
linkedin.com/in/amyheard/ behance.net/amyheard amyheardcreative@gmail.com +44 7876687717 pinterest.com/AH-creative/ instagram.com/amyheardcreative/
Reference Si Beales, Senior Lecturer Nottingham Trent University simon.beales@ntu.ac.uk
Photoshop InDesign Microsoft Office Premiere Pro Illustrator
Management & leadership I was project manager of a team task with creating a campaign strategy for Levi’s UK. This involved extensive time and people management, by establishing clear roles and responsibilities to ensure efficient delivery. Client briefed work I have had the chance to work with clients such as Boots and Levi’s UK, as well as collaborating with local independent business and creatives. This involved evaluating and analysing briefs, effectively communicating progress on ideas to best suit the brand. Teamwork At university there was a strong emphasis on teamwork. I have always enjoyed working in teams as the fresh perspectives and diversity involved is the best way to effectively develop concepts. This has helped me to identify my own strengths such as problem solving. For example, rearranging the creative direction of a photoshoot due to model unavailability. Researching I challenged myself by venturing out of my comfort zone by selecting a topic of which I was not initially familiar with. This involved complex primary research methods, as quantitative data would not have been appropriate for the project. Presenting My degree required regular presentations and pitches to important stakeholders.
LEVI’S : WE ARE GEN
This group project set by Levi’s UK was to explore the Gen Z consumer and how the brand could effectively engage with them. My job as project manager meant that I had to organise and arrange research opportunities as well as conduct and structure team meetings. Our first research objective was to determine what Gen Z’s values, we did this through multiple online and offline surveys, personal interviews and two focus groups. Our main primary insight was that Gen Z felt they were underprepared for their futures and blamed lack of resources as the reason. This insight echoed the decline in creative education. Without this access to creative education, young people have a limited outlet for creative expression in school and their communities.
Our solution to this was to use Levi’s as a facilitator of creative education, by bridging the gap between creative education and Gen Z by providing resources and opportunities. WE ARE GEN is a multi-levelled project that aims to enable, inspire and support. The projects first year will consist of a project helping underprivileged youths, an educational tour, limited edition pieces, live events and inspirational campaigns. Our hope for WE ARE GEN is that it will grow and continue to other cities combining with pre-existing Levi’s projects, to cement Levi’s position as a facilitator of future generations. I learnt form this project how to communicate a concept that answered the brief which could be appropriately applied to the brand.
CAMPAIGN IMAGERY
CAMPAIGN VIDEO
CLICK HERE TO VIEW VIDEO
PROMOTION
CLIENT FEEDBACK
We have an internal mechanism for investing in education, we give out grants to families to help further education... so I think it sits in really well with us as a context and concept. Richard Hurren, Vice President, Levi’s North Europe
READ FULL REPORT HERE
DISSERTATION : YOU THE DADDY
Over the past decade the family landscape has increasingly changed as we move away from the traditional nuclear family stereotype. Although these fathers are still seen as the main financial providers, they’re actively engaging more in their children’s lives. For this project I wanted to explore the changing landscape of fatherhood and to challenge outdated perceptions. Through primary research, I found that the three biggest concerns for dads were, underrepresentation of modern fathers, the struggle to balance work and family life, and the difficulty to find engaging and tailored information. You The Daddy is a platform that aims to support fathers by offering dad focused content and challenging misrepresentations of fatherhood.
This platform consists as a website, phone app, events and monthly zine. The initial campaign #ThisDad sets out to encourage confidence in dads who are unsure of their role through the promotion of positive and engaging role models. The platform will be promoted through traditional outlets such as publications, transport areas and social media, as well as non-traditional areas such as baby changing facilities and educational material handed out at antenatal classes that engage dads in their parental setting. I learnt from this project how to plan and conduct primary research to interact with the target audience by using a range of appropriate techniques to gather in depth insights.
WEBSITE & PHONE APP
CAMPAIGN IMAGERY
CAMPAIGN IMAGERY
PROMOTION
MAGAZINE
CREATIVE CONSCIENCE : WHAT’S YOUR NUMBER ?
This project was in response to Creative Consciences open brief competition. Given the current climate on consent, I wanted to focused on harassment in night clubs. A YouGov poll found that almost 79% of women had experienced sexual harassment on a night out. From my own research I found that women often felt pressured into giving their number away as a way of getting the harasser to leave them alone. I wanted to find a way in which women didn’t have to give their own numbers away and that would also educate the harasser to rethink their behaviour. What’s your number aims to counter sexual harassment on nights out by
providing a service which gives the user a fake number that they can give out to the person harassing them. When this number is texted, a message will be sent with a link to www.whatsyournumber.com. The website will also contain tips on what to do if you are being harassed, how to stop it if you see it happening to others, and how certain behaviours and actions can be inappropriate. What’s your number posters will be given to nightclub venues and displayed in the women’s toilets that promote the fake number service. What’s your number aims to educate, offer support and change behaviours. The hope for the campaign is that it creates a safer and more enjoyable night out for women.
IDEAS GENERATION
CAMPAIGN IMAGERY
THE WEBSITE
PROMOTION
BOOTS : SLEEK X GREY GARDENS
Working in teams we were given a film of cultural or fashion importance (Grey Gardens) and a Boots owned brand (Sleek), the brief was to produce a campaign that took elements of the film appropriately allied to the brand. My role in project was assistant director and editor, this allowed me the improve on my organisational skill in tasks such as scouting for a location, pre planning scenes and setting up the shoot. I also had to work as a bridge of communication between
the director and videographer making sure we stayed on schedule. My secondary role was to edit the video footage, this gave me the opportunity to learn Premiere Pro. Our aim for the campaign was to highlight Sleek’s historic commitment to diversity by highlighting the key ethos of trend led, affordability and strength of its community. Our long term plan for this project was to heighten Sleek’s value and within the Boots running up to the brands 30th anniversary.
SHOOT PLAN
CAMPAIGN IMAGERY
CAMPAIGN VIDEO
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TREND FORCASTING : TREND NATION
The focus of this brief was to research and analyse menswear, print and visual merchandising trends for AW 17/18, and then to apply these trends to the clothing brand Native Youth. For this project I learnt about how trends evolved through marketing theory such as, The Diffusion of Innovation. I also learnt and practised how to use cartograms as a way of categorising and analysing trends. This project was also a chance for me to practise my presentation skills, as I had to give a ten minute presentation about my findings.
TREND CARTOGRAM
TREND COLLAGE
BRAND APPLICATION
TREND BOOKLET
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