Francesca Russo Professional Portfolio

Francesca’s Portfolio

Fashion Promotion and communication

About me

I am a Fashion Promotion and Communication student at Kingston art University based in London and Paris. I am active on different social media platforms, and have acquired competences in editing, research and critical writing. My goal is to pursue my interests in Fashion marketing, PR, branding and fashion direction.

Table of contents

Lone Design Club TV Show

Concept

Creating astoryboard of thefirst episode for a potential TV show for Lone design Club to spread the brandimagebeyond the market share it currently holds stimulating the curiosityof potential customers through storytelling. The story is a critic tofastfashion since LDC markets itself as “The antidote tofastfashion”. The scrpt of the first episode consistsof 9 scenes and follows a youngerRebecca Morter (current CEO ofLDC)as she narrates the struggles ofher job working in an unethicaland unsustainable fastfashion brand.She then enters aparallel worldwhile getting lost on the undergroundtube and ends up seeing the real damages that her job working in fastfashion lead to. The Episodeends on a cliff hanger.

THE SHOW

THE SHOW THE SHOW

Potential TV show covers THE SHOW

The results of the photoshoot are film photos as it is a genuine tool for storytelling. The shots to look candid and not staged. I wanted the shots to feel as if the camera was following Rebecca (almost stalking) thorough her day. Which is why I like that she never looks directly at the camera nor she is never seen posing. She is just living her normal life. Just someone snapping shots of her as she is travelling through the London Tube. When they are all put together they really create a story.

The Good Level x Headspace Collaboration

Concept

After being introduced to The Good Level: a cbd brand that uses natural cold pressed hemp to produce cbd oils, balms and gummies, we were asked to create a campaign using their new rebrand design. This is when I came up with the idea of a collaboration with minfulness and meditation app Headspace. Both brands share very similar values, therefore, combining the physical cbd products of The Good Level with the digital tools of Headspace, creates an ideal partnership that promotes both brands and aims to support peope on their wellbeing and health journey.

Collaboration logo using the signature headspace orange circle and the new TGL rebrand logo

I came up with the idea of a presonalization system on the Headspace partnership website page. This will give the audience an option to select their wellness goal wether that is reducing anxiety, managing stress etc… and will consequently recommend TGL products along with headspace tools tailored to the their answer. This presonalization method will successfully make the costumer engage with the partnership.

Mock ups of the personalization system on the partnership website page. First step is to answer the few short questions and then click “next” to discover the reccomended products tailored for everyone

Test shoot

The concept for the campaign is to humanize The Good Level bottle and make it look like it’s wearing headphones which are connected to the phone whose screen shows one of headspace’s mindfulness guide. This is a simple and effective way to display both products visually and will translate well on a campaign format.

I took the cbd bottle and placed it

inbetween headphones and started taking pictures. I tried out different camera angles and backgrounds with and without flash figure out the best way to illustrate TGL products and the phone screen. I then, switched the heaphones to earphones. This I think creates a more clean and visually pleasant photos.

Campaign shoot

I took the pictures on a yellow cardboard background as it one of Headspace’s signature colour and catches the eye of the audience. I tried out different angles and shuffled the products around to determine with shot made the products stand out more.

Creating the campaign

The yellow of the backdrop reminded me of sand which led me to imagine the bottle of CBD oil laid down on a beach lisntening to the headspace relieving anxiety course. I thought this was a good way to promote the partnership as the earphones represent how both brands are copnnected. This way we can also clearly see the combination of the digital and physical products. I also liked the beach setting as it fits in relly well with the idea of wellness and meditation, furthermore the idea of humanization of the CBD bottle reminds us of the signature headspace animations that appear when you open the app and the website.

Final visual of the campaign using photoshop

Feels like a day off…

Reiss launch in the East and South Asian market

Concept

This project portrays the visualization of the launch of the brand Reiss in the East and South east asian Market. My main Idea is to create a collaboration with Mame Kurogouchi, a Japanese womenswear label designed by Maiko Kurogouchi and founded in 2010. I thought this would work well since a collaboration with a designer who is known in the Asian market would serve to consolidate the trust in the brand by Asian consumers and to create a link between Reiss, which is perceived as a traditional Western (English) brand, and the Asian creative universe known for its propensity to combine tradition and innovation. The collaboration would result in an exclusive line of handbags aimed to launch for the Spring 2023 season and will be displayed in the department store chain Beams across the major cities: Hong Kong, Beijing, Taipei and Bangkok. The line of handbags will be a starting point for the launch of the brand and allows Reiss to avoid launching with a complex production such as clothes.

Initial launch idea:

Create a digital multiplatform campaign for the East and South Asian Market only and will be diffused across metropolitan cities such as Tokyo, Beijing and Hong Kong through Billboards, ads… etc

Visualization of what the

will look like

camapin

displayed on the subway in tokyo. Collage featuring Zola Zhang as the model for the Reiss campaign

Micro bags

Handbag Trend forecasting 2023

What is going to be on trend next year?

Newest collection of handbags taken from the Bentalls shopping mall in kingston

Ruffle purses

Classic, top handle and buckle purses

Texture (plushy, puffer) bags

Reiss handbags

Mame

Visualization of the collaboration designs I came up with (Merging elements from both Reiss and Mame Kurogouchi’s handbags)

Kurogouchi handbags

Visualization of the Reiss by Mame Kurogochi stand in Beams department store

WILL perfume video ad

Concept

“Eaude parfum by Iris Van Herpen”

This project is the realisation of a perfume video campaign for a brand that does not already have a fragrance line. I choose Iris van Herpen as my brand and visualised a perfume campaign called WILL. I used video editing apps and video clips taken by me as well as sounds effects and different tools.

The Film

It reflects Freedom “Joie de Vivre”, movement, modernity, lightness and an unconventional lifestyle. The name WILL expresses strong intentions and reminds us of the future

Hand ballet

I had the idea to do a ballet ofhands butplaying with reflections to evoke the geometrical aspectof the brand.I wanted to showcase

hands that are floating while dancing in a cage that slowly opensas the movement of the hands intensifies.

First stills of the choreography inspired by the flowy movements of the garments in the Couture 2019 show.

I found short video clips from Iris’s spring summer 2019 Fashion show. the shots and the movements of the installation represented my vision of the cage perfectly. Regarding music, I wanted a slow and melodic symphony for the hand ballet and a more fast paced dramatic music when the hand movements intensifies and the cage opens. So I choose Billie Eilish “My Future” for the first part and “What’s a girl to do” for the second.

Final video campaign

Schiapazine: Schiaparelli brand zine

Concept

This is a group project aimed to create a brand zine to promote the launch of the Schiaparelli haute Couture 2022 collection. The zine was based on the theme of surrealism which was the perfect choice for the brand. We worked in a team of 6 and the tasks were devided based on our strenghts. My task was to create an article for the zine as well as create a photoshoot alsongside a peer.

Cover page layout ideas

Some of my favourite undedited shots from the photoshoot. There were 4 looks in total and we used handmade props and maximal jewellery while keeping the clothes simple.

Creating an article on a hypothetical Schiaparelli art exhibition showcasing the archive pieces that Schiaparelli made in collaboration with famous artists. This aricle illustrates Schiaparelli’s first ever art exhibition that combines fashion with iconic artworks

visuals of the expositions were

photoshop

Veiled

I created a story narrative portraying a character in preparation for anevent. She is worried and fears ofnot being up to it, not matching the aestheticexpectations. She is wearing a veil. She is notawareof the oversized shadow behind her which controls heractions. As shestarts putting on the lipstick, she becomes more anxious, more worried. She stares at the lipstick, her gaze resembling anautomaton. The shadow, on the otherhand, seems to grow larger,itlookslike a puppeteer who manipulates the girl-puppet with invisible threads. According tothe original conception, the project was to highlight the social issues caused by social media when they urgeaesthetic standards which lead tothetransformation of thetrue identities. During the development of the project I changed the way of representing the messagemaking it more personal.I focused more on the conceptof identity.I wanted to show the dissociationbetween the various aspectsof the same identity when the socialization requires a forced adaptation to certain standards of beauty and fashion.I wanted to give a more intimate aspect tothe message to increaseits communicationcapacity.

First trial of taking photographs veiled. I want the pictures to have a story, elements such as the background, the facial expressions and the wardrobe need to be taken into consideration

Doing makeup on the veil in a an attempt to capture the “makeup mask”. I want to make a picture sequence that includes the veil and makeup mask. As both are related to the notion of “covering up” and or altering an identity.

Taking off the veil reveals a “mask”

Bathroom setting because the mirror is related to reflection and consequently a “mirror” of someone’s identity. I want to make a story illustrating a girl that appears to get ready to go out as she is wearing “revealing” clothes but still hiding her face with the veil. Themes such as social pressure, hiding of identity and outsider perception will be shown in the final photos.

Issey Miyake x Nespresso collaboration

Concept

This project illustrates the process/ resoning and outcome of the collaboration between Nespresso and Issey Miyake, and formatting it as website page on the Issey Miyake website. The collab consists of the production and marketing of a Bao-Bao line of bags, using Nespresso recycled aluminium to make the triangles of which the Bao-Bao bag is made up. The colours of the Bao-Bao bags in recycled aluminium are a selection of the same Nespresso capsules colours.

Overview of the collab page on the Issey Miyake website informing the consumer about the collab’s purpose concept and production process

Visuals made with Photoshop

&Other Stories Experiential Marketing

Concept

This project illustrates an experiential marketing event for &Other Stories. My idea is apop-up spaexperience of well-being to enjoyaloneor with friends. This is a fun place to get manicures, taketreatments, andenjoy some refreshments, while getting some hints fromthe newcollections.Eachspacecombinesaspa,a curatedofferof beauty&fragranceproductsbranded &OS.

The spa will be located insideselfriges whichwill run over the courseof a few weeks before the spring and summer period to promote the &Other stories beautyproducts.I then created mockups of for an &Other Storiescampaign forthe ss22collection.

Editing shoots to create three new and engaging milti platform campaigns for the &Other Stories Spring and Summer 2022 bucket hat: a very popular trend of the season. The theme is ”colour” as seen in all three slogans.

Mock ups display of the multidigital platforms campaign