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BAWDEN, A (2018) GUSH[PHOTOGRAPH].SOMERSET HOUSE: HANNAH PERRY.
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TERM ONE WHAT IS CREATIVE MARKETING? WHAT TO EXPECT? FASHION SHOW INVITATION BRIEF FASHION SHOW INVITATION CRIT INTRODUCTION TO TREND FORECASTING STRANGE DAYS; MEMORIES OF THE FUTURE TREND FORECASTING CRIT AND RESEARCH TREND FORECASTING PRESENTATION FASHION VIDEO INTRODUCTION & BRIEF CAMCORDER AND AUDIO WORKSHOP ADOBE PREMIERE FILM EDITING CREATIVE JOURNAL FEEDBACK VIDEO PRESENTATION
WHAT IS CREATIVE MARKETING WHAT TO EXPECT WHAT IS “CREATIVE” ITS THINKING ABSTRACT, THINKING OUTSIDE THE BOX, ART. INNOVATION. INSPIRATION. INGENIOUS. ARTISTIC. ORIGINALITY. WHAT IS “MARKETING” ADVERTISING. PLANNING. PROMOTION. SELLING. PUBLICISING. PRESENTATION. WHAT DO I EXPECT? SOFTWARE BUILDING SKILLS SUCH AS ADOBE PHOTOSHOP. LEARNING ABOUT THE ROLES WITHIN MARKETING; EG FASHION BUYER, VISUAL MERCHANDISER, TREND FORECASTER. BUSINESS INSIGHT
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FASHION SHOW INVITATION •
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This given task involved creating an inviation that would suit a designer featuring London fashion week SS19 (Spring/Summer) and crafting it using a paper collage technique. I found interest in Natasha Zinko and decided to use her as my designer. Her collection typically consists of a "rough feminine edge" she is the type to utilise baby pink colours, unashamed of its feminity on "masculine" clothing such as shoulder padded blazers, wellington boots and trench coats. She follows the trends but likes to rebel the coventional rules that come with them.
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The process • •
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I researched online for inspiration
One of the first ideas that stuck with me was an invitation in the style of a fashionable fan.
A muse was Moschino's fashion
invitation.
At first, I planned for separate
cards to be held together with a pin,
Then experimented with folding the
card in a traditional method a fan and liked it.
With the help of magazines, I
looked for certain colours to
match Natasha’s colour palette
lection. As a result, I found neon
green/ yellow, shades of blue, pink, • •
and black.
i grouped the colours. I thought it would be interesting
to have “Natasha Zinko” repeated on the top of the fan, and the important text placed at the base.
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As a Result •
This part didn’t work out as much as I had envisioned;
the date, seat and location were hard to read as the text was too small even •
when the fan expanded.
As a way of amending this I rewrote the information on the sides of the fan.
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Feedback
During my crit, the same problems from previously had been mentioned. • Another drawback was my handwriting, the feedback was to not use my own handwriting for the invitation as it looked unprofessional. • My choice of using a fan as an invitation had been complimented as it was original. • My shoelace which had been tied into a ribbon was also noted and praised as it linked to the streetwear vibes. • Another positive was the text on the sides of the fan as it looked attractive. • i agreed with all of these comments and thought that they were fair
My Verdict • • •
I was happy with how the invitation looked I learnt that I needed to improve my presentation skills and face the audience more. I wasn’t expecting my invitation to come out as well as it did, I expected myself to make more mistakes
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TREND FORECASTING First; why do brands need it? • Creative startpoint • • Sales • • Timing • Risk management • • Sureness of decisions
Innovators> Early adopters (13.5%) >Late majority (34%)> laggards (16%)
Introduction to micro trend • product specific • lasts up to 6 months • driven by social media • made widespread by influencers, celebrities, catwalk, street fashion, popular culture, memes, music videos, hashtag and youtube. Introduction to macro trend • non product specific • is 1-2 years ahead • driven by societal shifts, politics, technology, visual cultures, sustainability, product and service innovation. Macro trend is socio-cultural, with an indepth analysis we can future insight of colours and materials that will trend.
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MACRO TREND; CURRENT MOTION The process
• The brief was to create a macro trend presentation in pairs for Autumn/winter 2020-2021, five slides must include a trend name and two concepts. • Our original trend name was “Transparaent Space” • we intended to have our topics involve space • we had a case study about exo mars, and a art case study of a minimalist artist Ana Montiel who captured art gradients with space, galaxy, astrology themes. • “Transparent” related to water-waste viability which was a topic in sustainability. • We scrapped this name idea as we thought it didn’t fit all the topics that were discussed • The title was later changed to Current Motion. • We worked on two concepts. • “Advanced Atmosphere”
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which related to Technology, Business Innovation, Consumer Insight and Politics. • “Lagom” on the other hand related to subjects like Art, Design and Sustainability, my partner and I split up these topics to find an interesting case study that refers to the oncoming years (2020-21). .
Presentation and feedback
• I made sure that I was very prepared for the presentation, as I was nervous. • Another mistake I made was not checking how long the presentation needed to be, as I had too much information to talk about; which should had been shortened to fit the 8 minutes. • A criticism of my presentation was that i went over the time and i thought that this was a fair comment. • i thought that i explained my researched topics well and i was disappointed that i didnt get higher marks. • Apart from the negatives, I presented well and talked about my case studies in a good amount of detail.
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My Vedict
• This brief was a challenge to me, as it was difficult to find sources for information on my topics that related to the future, • I also made the mistake of not backing up my work and it was lost. This caused a lot of stress and I missed the crit; • nevertheless, learning from my mistake I have ensured that future work is saved on more than one drive, or sent to someone else in the group.
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STRANGE DAYS; MEMORIES OF THE FUTURE EXHIBITION- 180 THE STRAND
As a field trip i visited 180- The strand, Strange Days exhibition co-presented by The Store X and the New museum and in collaboration with the Vinyl Factory. 21 video and film installations by radical film makers, all whom have exhibted at the New museum in the last ten years. “Enigmatic and oracular, the works on view blend visuals and sound into polyphonic, dreamlike compositions that consider the power and fragility of images of memory, reverie, and visions of the future.” A film that caught my attention was “Vertigo Sea” by John Akomfrah. In his work he was trying to convey the shocking truth of the events on the Atlantic, the historical tramua, cruelness of humanity and nature. This was successfully conveyed as the film had frequent unsettling moments, polar bears being killed by explorers and slaves thrown off board. Other works werent as successful and had a confusing message and seeemd badly arranged. Sometimes there was a conflict in sounds in the room. I felt that their needed to be a debrief for some films as the film didnt explain enough and questions were left.
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ATHI PATRA RUGA: OF GODS, RAINBOWS AND OMISSIONS
Through out his career, Rruga has created avatars through which he feels empowered to confront social and political injustices. For anti- apartheid activists of the 20th century “Azania” was an alternative South Africa based on equality and sameness rather than difference.
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The future white woman are the first citizens of Azania. This terrority is a safe place where Ruga can playfully challenge and question the conventions of the real world through performance, videos, photographs and handwoven tapestries. He questions identifities; nationalities, race, gender, sexuality, masculinity and femininty. This highlights the tramuas and injustices of their misuse and abuse.
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I think what Ruga’s work tells us about post-apartheid South African society is that his culture has a dark side towards anything different. The marginalised are frowned upon. In his work there features a frowning caucasian man in the background implying the racial tension. There were visual motifs and visual references that he had used in his work to explore questions of nationality, gender and sexuality. uch as balloons, zebras, bright colours, african and LGBT models.
The artist wanted to validate the opressed and marginalised through his work on display. Black, females and LGBT representations are featured and empowered. This was his way of celebrating
MAGAZINE
PROMOTIONAL FILM: MY OWN WAY
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• The Process
• In this brief i was in a group with Carina and Laetitia. • Our task was to create a fashion film for 50 seconds, we chose the brand monki to represent as this is one of our favourite stores and accesible. • Our first task which is above, was to create a moodboard, generating words from the trend forecast. As you can see we came up with hgh tech, personalization, 3d printing, sustainability and artificial intelligence. • Colours started to show through the images we chosen and we stayed with those. • Next we had to plan roles in the group, models and locations. In order to gather ideas we shared a pinterest.
Roles
• Carina did the majority of the camera work • Laetitia and i were models for the film • Carina did the script planning of what happened in each scene and camera angles • Laetitia and i drew the story boards • I completed the editing to finsih the film • Laetitia and i did the styling of the outfits.
Location
• We had in mind canary wharf dlr station, a nightclub in london and regents place pavillion, as well as my bedroom. • However we used the dlr station nearby and underground student bar which worked just as well. • We also thought it would be difficult to carry the camera equipment on the train, and timely/ costly to travel where we wanted to go.
Process part two
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We had outtakes where the train was too full and irrrelevent background.
Outtakes • These are test shots, we checked the background lighting to see if we could see tablet from behind.
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Daniel Eskills • For inspiration i looked for other fashion film examples, and one filmmaker i came across was Daniel Eskils. He came up as i looked up Monki Fashion Film, and has previously made a film.
https://vimeo.com/289554631
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