T E A M W O R K P O R T F O L I O
FENELLA WAIKE-PAWSEY CREATIVE MARKETING
TREND FORECASTINGMACRO TRENDS
NEW FUTURE AW19 SUMMERY -MINIMALISM -VITRUAL EXPERIENCES -SOCIAL KARMA
MINIMALISM Lagom (swedish) means “just right” It has become a lifestyle in 2017.
An eye quant report suggests that clean design results in lower bounce rate.
Minimal design in technology, such as smartphones and laptops
Minimalist design appeared , this year website designers are following a minimalist design layout trend. Minimalism came around in 2007 when the credit crunch hit the world. The bad eeconmy hit retail extreamly hard as people could not afford to shop the way they use to, meaning less become more when it come to buying interior and fashion goods. Although minimalism has been around for years webdesigners are following a minimalist design layout trend. Minimalist website design Trend. -Sharp -Simple -Easy navigation -To the point -Negative space emphasizes the value of text and objects
Virtual Experience Economy Google recently launched the Tilt Brush. This app allows you to create in a 3D space with virtual reality. Users can share their masterpieces with others as an animated GIF.
Shopping experiences: ALIBABA launched their event where Chinese shoppers would be able to explore and experience shopping in Macy’s (New York) Millennials are spending their money in experiences rather than in material things. Virtual experience irl ABBA have announced a 2018 “virtual experience” tour. The Swedish band announce that they’re partnering with Simon Fuller and Universal Music to launch “a groundbreaking venture” (2016) From 1981 to 2012, the price of the average concert ticket rose over 400%.
Social Karma
“Don´t buy this jacket” (2011) Patagonia’ is an outdoor wear company that recently pushed a new marketing strategie in order to make its custermers more enviromentally aware. On black friday Patagonia’s released a campaign in the New York Times with an image of one of their jackets and big bold writting stateing ‘ Dont buy this jacket’ the campaign followed a minimalistic format in order to make the messege loud and clear by only including the importent information. This campaign attracted alot of attention as Patagonia’s were telling their custermers they use toxic materials in their clothing. Although this seams like a disaster for the comapny financially, Patagonia actually grew into a £600 milion company. However still sweres by being enviromentally friendly by only using organic and reused materials. Perhaps coming clean with whats wrong puts everything already out there and turns controversity into a conversation
CONCEPT SHEET The brief of the project was to create a macro trend mood board with a 6 slide Powerpoint for spring summer 2018. To begin with our group struggled on understanding the brief as some people in the group failed to show up to lessons. However, myself, Shanice and Fatima worked well together as we come up with a theme of minimalism. My job was to find out how web designers use minimalism as a trend. I Looked at google and discussed during my power point how Google uses very little on their website yet is completely easy to navigate making it the most used website. After all the research we sent our work to Fatima who constructed the power point which is where i got my information from.
LAST CO INDIVUALITY CAMPAIGN VIDEO
LAST CO AND MACRO TRENDS
As a group we decided to base are campaign video on the independent streetwear brand Last Co. We found the brand on instrgram, the page had 5000 followers so we thought it was small enough to use. We also decided we wanted to use their clothes as the brand is based in East London which is local to us, we thought this would mean that we could use a location around us and the brand would fit well. We then had to come up with a macro trend that we wanted are campaign to be based on. We come up with a range of ideas that went well with our brand such as Minimalism, culture and diversity. However, we wanted to with the theme of individuality. In order to show individuality we wanted to film the campaign video in an intresting place and include actors and models that have their own individual look as we felt that the brand conveys an individual style because of it graphic teas with animals on.
FINAL VIDEO
LOCATION
The brand Last Co is based in East London so we felt we should film the campaign in an area in East London so that the campaign video suits the brand. We looked at a varierty of areas such as Hackney, Stratford, peckham and Shoreditch. We decided that we wanted to film in Brick Lane in Shoreditch, we felt Brick lane is a busy and trendy area that would suit the brand. We wanted to show well known places such as bridges, vintage shops andbars/restraunts so that the location in the campaign is familar to the people that would wear the brand such as young, hip trendy males and females.
https://drive.google.com/file/d/1mmQVR162tIbnbcNYWrAMaXt13PCT7BAG/view
CONCEPT SHEET The brief of the project was to create a fashion campaign video for a fashion brand of our choice. We decided to choose the independent streetwear brand that we found on instagram ‘Last co.’ We decided on this as they create clothes with a unique and individual style which fit in with our macro trend (individuality.) The brand is based in East London so we Felt we had to film out campaign video in a well known spot in East London Shoreditch. This was because we felt that the target audience trendy (fashion conscious millennials) would recognise and have a connection with the area. We also wanted to portray in the video that the actors/models we used would be the typical Last Co consumers so we wanted the video to show the actors in places that they might go to create a realistic vibe. Beatrice was in charge in the filming as she had took media in a level and knew her way around a camera and could do interesting and cool shots in a professional way, Ellie and Felix were the models, we wanted a male and female model to show that the brand is unisex. Ellie was in charge of the directing as well as being in the video, she was successful as she could help with the filming and editing and give us feedback on how to improve. Myself, Eunice and Tamera were in charge of the editing I felt that we all worked well together because we all excelled in different areas and were one of us lacked another could help. I liked the editing as I knew how to work premier pro so I was able to add interesting effects as well as slowing down and speeding up a clip. I Felt Eunice worked really well independently as she would do work by herself to make sure the video was perfect. I felt as a team we all worked well together and had very good comincatio with one another, however I felt there sometimes some individuals didn’t work well together and brought there personal life into the group which wasn’t fair.
Augmented Reality design The image on the top is the orignal Vibe magazine cover and the bottom image is the vibe cover being edited my myself useing Blippar Builder.
LIVE AR
The aim of the brief Is to create AR animated magazine cover using the app Blippar building. Although this brief is part of the team work portfolio we were told to follow the task on our own. I struggled with creating the blippar as I missed the lesson we had to work on it so I had to teach myself. I found that because I missed out my work was very limited and basic. Therefore, was not to my fall potential. My understanding of AR is that it is similar to snap chat filters and used my marketers to create interactive links and could be used by celebrities to advertise products or businesses. For my blipper I used a Vibe magazine cover of Drake. i liked the front cover because it was symbol and didn’t have much going on to distract the audience from the main focus which is the blipper. I added a Spotify link to drakes page as well as links to is instagram and twitter because I felt this is the main media platform that his audience (mostly millennials) would use. I also thought this would be a good way for to advertise drakes new album as there is a direct link to his Spotify page which will automatically show his latest music.
Reference
Author. (Year that the site was published/last updated) Title of web page. Available at: URL (Accessed: date). Trend-watching. (2017) 5 Consumer Trends for 2017. Available at: http://trendwatching.com/ trends/5-trends-for-2017 Forbes. (2016) Millennials Go Minimal: The Decluttering Lifestyle Trend That Is Taking Over. Available at: https://www.forbes. com/sites/deborahweinswig/2016/09/07/millennials-go-minimal-the-decluttering-lifestyle-trend-that-is-taking-over/#1b5128da3755 Home designing. (2017) Inspiring Minimalist Interiors With Low-Profile Furniture. Available at: http://www.home-designing.com/2016/03/ inspiring-minimalist-interiors-with-low-profile-furniture Apple (UK). (2017). iPhone X. [online] Available at: https://www.apple.com/uk/shop/buy-iphone/iphone-x Store.google.com. (2017). Google Store – Pix-