PAUL SMITH
PAUL SMITH x BREAKYOURMACHO BRONTEY WHITE. DANNI WOOD. KATIE PRICE
CONTENTS:
BRIEFING MOOD BOARDS AND PLANNING SHOOTING AND ITINERARY FINAL IMAGES ROUTE TO CONSUMER CONSUMER JOURNEY CONCLUSION
OUR BRIEF: task: To create a concept that both fuses inspiration from an album cover and takes our big idea to move Paul Smith forwards.
consumer:
Youthful boys will become the new target market as they will be the next generation to break the traditions of masculinity and embrace individuality.
big idea:
To create an interactive, augmented reality game that encourages a shift from the guidelines and structures of masculinity to move Paul Smith forwards with a new, young consumer.
creative concept:
Fusing Paul Smith with a classic album cover, we picked The Beatles ‘Abbey Road’ as a basis for our big idea. For the idea of our augmented, reality game we took inspiration from the outdoor setting and infamous Abbey Road crossing in London whilst relating it to current real-time gaming trends.
MOOD BOARDS
narrative and positioning
typography
colour and setting
scamps
SHOOT DAY: 2.30pm: Meet in Barnes Wallis - Check everything is planned properly - Go through scamps and mood boards 3.00pm: Meet model at Bonnington 3.10pm: Brief model in studio and decide job roles 3.20pm: Danni and Katie set up studio and lighting with photographer whilst Brontey goes through mood boards and scamps with Matt 3.25pm: All review lighting and first initial shots, then we start initial poses crouching and from the left. 3.30pm: We move onto positions from the front and stood up straight focusing on images where you can see the phone. 3.40pm: We then move on to the final positionsfrom the back and stood profile and all review final images. 3.45pm: We take a few more crouching down pictures and prepare to put them on a USB.
job roles: Danni: Documentation, post production and copywriter. Katie: Post Production and Model Director. Brontey: Artistic Director and post production.
FINAL IMAGES
ROUTE
Exploring the best options of social media, physical adv
may
As shooting the photoshoot and creating for the game takes place, we begin to create sneak peaks using snapchat and the hashtag #breakyourMacho. This only gives Paul Smith snapchat followers a look and encourages more users to follow their snapchat by advertising this via instagram.
E TO CONSUMER
for the target consumer, I have come up with a plan of how to market our big idea to young boys through the use vertising, publication advertisements, and collaborations.
With the release of the game, ads would be placed in magazines such as I-D, GQ and Game Informer
Simultaneously, images of the key features in the game will be shared via social media across snapchat, instagram and facebook
As social media buzz starts around the game, physical advertising is done by billboard advertisments in city centres where there are prominent shopping areas e.g Bullring Birmingham.
august
To specifically target the new consumer, collaborations via bloggers start to further awareness on all platforms.
SS 17/18
As means of interacting with the new consumer Paul Smith asks for photo submissions of users on the game using the hashtag #breakyourMACHO
october
Measure of successto measure success of the campaign, we will not only analyse increase in social media followings and game download statistics but also the number of #breakyourMACHO submissions across all social mesia channels.
To achieve a successful campaign, the plan would take place in summer to make use of seasonal weather so users can gain optimum use of the augmented reality based game. The timeframe would also fit in with when the target consumer would have most free time to make use of the game (out of term time etc). This would mean sneak peaks would begin in May with the blogger collaboration happening in August making the plan a 6 month process.
Mockups showing how Paul Smith will use the 3 most popular social media platforms with millenials and generation Z to showcase the idea and provide interation with the hashtag.
To appeal to the right consumer, the selected magazines to publish in would be: GQ, I-D and Game Informer. The selected publications appeal due to being amongst the most successful magazines in each category the advertising campaign and game could possibly appeal to i.e Fashion, mens maagazines and gaming magazines.
physical advertisements
As mentioned previously, we would place the campaign in popular places over the country such as shopping centres but also, parks and sports stadiums would be an ideal place to reach young males. Billboards could also be used on public transport such as buses and tube stations.
online presence
To match the overall appearance of Paul Smiths social media, during this timeframe the website will also be updated to focus on the game across the homepage but only small sections so the overall look still matches the rest of the design recipe on the website.
alfie deyes collaboration
to further the awareness of the brand, a collaboration will be done with Youtube vlogger Alfie Deyes. The blogger not only has 5.4 million subscribers but also has a gaming channel as well with over 1.5 million followers and his own series of creative books making him the perfect blogger to showcase Paul Smith’s #breakyourmacho to our target market. As well as having an already established fan base, Alfie Deyes fits the ‘quirky but confident’ brand identity Paul Smith showcases.
begins with digital storytelling and sneak peaks via snapchat
Release of augmented reality game
Print advertising distribution via I-D, GQ and Game Informer
CONSUMER JOURNEY
Finishes with online user submissions via social media hashtag
Digital and vlog awareness by collaboration with youtuber Alfie Deyes
TO SUM UP... Our big idea revolved around the idea of creating an augmented reality game taking into consideration current gaming trends and the previous Paul Smith game ‘Dino Jumper’. Using musical influence from The Beatles ‘Abbey Road’ we produced a series of photographs not only emcompassing British culture and settings but also the themes of the game itself using colour and quirk to do so. Using story telling themes through social media platforms we created a route to consumer plan that detailed how we’d show the app and brand to its full potential by using several different platforms such as print publications and online presence. To show the game to its target audience that perhaps might not be reached as easily through magazines, we planned a collaboration with Youtuber Alfie Deyes via his gaming channel with the potential of reaching around 1.3 million viewers. And finally to bring all this full circle and measure the success, we would ask the users via social media to submit images of their favourite aspects of the game using the hashtag #breakyourMACHO.
PAUL SMITH
PAUL SMITH x BREAKYOURMACHO BRONTEY WHITE. DANNI WOOD. KATIE PRICE