A P TH I EXECU TION #stretchyourlimits
EMILY DRINKELD N0560145
contents 03 the brief
05 the big idea 07 moodboards 09 shoot & BTS 11 initial contact sheets
11 editing process 17 outcomes 19 route to consumer 21 mock-ups 29 consumer journey
03.
THE BRIEF
task
To create an engaging editorial campaign highlighting the flexibility and versatility of Paul Smith’s jeans in his PS by Paul Smith range.
consumer
DINKYs and HEIDIs who have adopted the athleisure trend.
creative concept
With inspiration from Grace Jones’ ‘Island Life’ album cover which conveys messages of strength, power and endurance, we want our concept to show off the advances in recent technology which allows denim to be flexible, adaptable and comfortable. 04.
THE BIG IDEA: 05.
The advances in the technology used to make denim more breathable and multi-functional may change the way in which we use it within exercise forever.
06.
MOODBOARDS
A series of initial moodboards to propose our idea. We then used these in the shoot to help to direct the photographer and model; explaining the post-production methods that we would be using to have the desired effect, and talking the model through the various poses which we had prepared by taking inspiration from athletics. Heavy shadowing combined with the experimentation of acetate were used to create the desried colour palette and lighting, while previous Grace Jones shoots were used to convey strength and a fierce attitude.
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SHOOT ITINERARY
11AM – meet Sam and Jemma to go over ideas for photoshoot and finalize a time plan for the shoot and assign roles 11:30AM – buy acetate from Bonnington shop to fit with our colour palettes 12PM – meet up with model to discuss poses, facial expressions and the overall feel of the shoot. Show moodboards and convey the attitude we want in the final outcome. 12:40PM – shoot commences. Use time to set up lighting to create the desried effect and brief the photographer. 12:50PM – create initial poses with the model without the use of acetate 1PM – use of acetate to recreate shots to use in postproduction. Also get photography of acetate by itself in case we need to use it in post-production. 1:10PM – close up shots of expression and headshots of model 09.
BEHIND THE SCENES
10.
These initial contact sheets show the selected images which we printed from a set of 509. These shots were the most successful in terms of facial expression and body placement, and so would prove to be the most versatile when it comes to post-production methods. As well as this, we needed clear shots of individual body parts for other manipulation techniques in Photoshop. It is for this reason that we chose these 49 images as an initial selection in order to put the postproduction method into practice.
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INITIAL CONTACT SHEETS 12.
PHYSICAL POSTPRODUCTION Here we printed out images and repeatedly scanned them in for our desired effect. We wanted a combination of physical and digital for our final outcome, and so experimented with hand collage first before moving onto using Photoshop as a collage element
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DIGITAL POSTPRODUCTION
After much deliberation, we decided on making the colour palette for our digital outcomes much more muted and toned down. While this counteracts our initial moodboards, we felt as though it chanelled the Grace Jones ‘Island Life’ cover more fluently and in a more modernistic, current style. We also felt that this fits our target consumer of Gen Viz more appropriately, as well as identifying with the simple yet effective nature of PS by Paul Smith. More colourful variations of our final outcomes would be best suited on a highly visual platform (see page 23) such as Instagram to create a type of filter and create a tone of voice within a set of imagery.
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PS by Paul Smith exterior
Paul Smith Interior
21.
PS by Paul Smith interior
BILLBOARD ADVERTISING Billboard outside of shop 22.
A mock-up of Instagram as a social platform for the PS by Paul Smith line, including promotional material for the #stretchyourlimits denim campaign. Here, more colourful and bold imagery would be used as opposed to other digital platofrms in order to bring the original concept together with the more minimal approach of our final outcomes. On Instagram it is easier to develop and stick to a visual theme, and so this will be distinct in the growth of the line.
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A mock-up of the PS by Paul Smith Twitter account, which would highlight and promote the #stretchyourlimits collection through reiterating information already shared on Instagram, containing links to any updated Paul Smith playlists on Apple Music, and also by creating a strong tone of voice to assist the visuals of the campaign.
SOCIAL MEDIA
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PRINT CAMPAIGN A mock-up of our campaign put into print. Ideally, due to the target consumer of Gen Viz paired with the link to music throughout the project, these advertisements would feature in magazines such as i-D, Fused and Dazed.
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ONL INE.
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A mock-up of our PS campaign being used in conjunction with Apple Music and featuring on their website. This collaboration directly links Paul Smith as a brand with his new playlists which feature on the website, therefore generating more interest and therefore income for both parties. The Apple tagline of ‘Never stop playing’ also indirectly relates to our advert; giving meaning not only to playing music but also to play in general. Our whole concept is based around playing with imagery and creativity, and so they link with one another seamlessly.
A mock-up of our #stretchyourlimits campaign being used on the Paul Smith website.
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CONSUMER JOURNEY 29.
target
outdoor
consumer
in-store social media
online
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Above is a diagram to show the ways in which the consumer would interact with the campaign across diffeent channels. In order to ensure that the message is communicated effectively, there are clear overlaps across the different channels.
#stretchyourlimits