GROUP1 -JESSICA GOMEZ - SHOE PROJECT
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NASTY GAL IS AN AMERICAN RETAILER SPECIALISING IN VINTAGE AND NEW FASHION FOR YOUNG WOMEN. NASTY GAL NOT ONLY SELLS WOMEN’S ACCESSORIES AND CLOTHES BUT THEIR SHOE COLLECTION, NAMED SHOE CULT, IS HIGHLY POPULAR AND HAS BEEN GROWING OVER THE PAST FEW YEARS. NASTY GAL, WHICH STARTED IN 2006, BECAME THE “FASTEST GROWING RETAILER” IN 2012. HOWEVER, WITH SOME SALE DECLINES AND A NEW CEO, THE COMPANY HAS RECENTLY BECOME AN ONLINE-ONLY COMPANY. THE NAME “NASTY GAL” WAS INSPIRED BY THE SONG AND ALBUM BY BETTY DAVIS WHO WAS UNOFFICIALLY KNOWN AS THE PATRON SAINT OF BADD-ASS WOMEN AND WHO COMPRISED PEOPLE’S PERCEPTION OF FEMININITY.
LGROUP1 -JESSICA GOMEZ - SHOE PROJECT
WHAT IS NASTY GAL?
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ACCORDING TO THE COMPANIES VISION STATEMENT, A NASTY GAL IS “THE COOLEST GIRL IN THE ROOM, PULLING OFF WHATEVER WILDLY UNIQUE PIECE THAT SUITS HER MOOD.” AT NASTY GAL, THEY BELIEVE THAT THEY ARE THEIR CUSTOMER. BECAUSE OF THIS, THEIR JOB IS AN EASY ONE; TO INSPIRE AND BE INSPIRED BY COOL GIRLS ALL OVER THE WORLD. A NASTY GAL IS AN IMPULSE BUYER AND A PARTY GIRL. SHE IS FUN, ADVENTUROUS, EDGY, DARING, AND OF COURSE A TREND SETTER.
GROUP1 -JESSICA GOMEZ - SHOE PROJECT
WHO IS NASTY GAL?
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ECCENTRIC SOCIAL MEDIA SAVVY FEMALES AGED 16-30 COMPETITORS ALSO TARGETING THIS GROUP:
GROUP1 -JESSICA GOMEZ - SHOE PROJECT
TARGET AUDIENCE URBAN OUTFITTERS, AMERICAN APPAREL, TOPSHOP Â
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GROUP1 -JESSICA GOMEZ - SHOE PROJECT
BRAND PERSONALITY TRAITS:
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GROUP1 -JESSICA GOMEZ - SHOE PROJECT
01
EDGY AND FUN
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GROUP1 -JESSICA GOMEZ - SHOE PROJECT
02
REBELLIOUS AND TRENDY
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NASTY GAL IS ALL ABOUT COMPROMISING PEOPLE’S PERCEPTION OF FEMININITY AND THEIR SHOES AREN'T THE TYPICAL “HIGH HEEL”. THEY HAVE SHOES THAT A MODERN WOMAN CAN WEAR TO FEEL MORE CONFIDENT AND FOR THOSE WHO ARE ON THE SMALLER SIDE- FEEL TALLER WITH THEIR PLATFORM SHOES.
GROUP1 -JESSICA GOMEZ - SHOE PROJECT
BRAND INSIGHTS:
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GROUP1 -JESSICA GOMEZ - SHOE PROJECT
PAST CAMPAIGNS
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THE CONCEPT OF THIS CAMPAIGN IS TO PROMOTE NASTY GAL'S SHOE CULT COLLECTION. I WANT TO HIGHLIGHT THE ATTITUDE OF THE NASTY GAL AND REFLECT THE "COOL GIRL" IN EVERYONE (WELL THOSE WHO WEAR NASTY GIRL...). I WANT TO SHOW A GROUP OF GIRLS BEING REBELLIOUS, CONFIDENT, AND FUN. I WANT MOSTLY DARK
GROUP1 -JESSICA GOMEZ - SHOE PROJECT
CAMPAIGN CONCEPT COLORS WITH SOME VIBRANT COLORS SHINING FROM THE BACKGROUND. WITH THIS COLORING I HOPE TO ACHIEVE A GRUNGY BUT FUN FEEL TO IT. I ALSO WANT TO FINISH WITH BOLD COPYÂ
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THE MODELS WILL BE SHOT FROM AROUND THE WAIST UP IN AN INDOOR
ENVIRONMENT. THE COLORS WILL BE DARK WITH SOME VIBRANT LIGHTING. I WILL BE USING A SLIGHT LOW ANGLE SHOT FOR MOST OF THE PICTURES USING A 18MM LENS. SOME PICTURES WILL HAVE TO INCORPORATE FLASH. THE F STOP WILL BE THE LOWEST, ABOUT 3.5-4.0. THE ISO HAD TO BE AT 800 FOR MOST OF THE SHOTS. AS
GROUP1 -JESSICA GOMEZ - SHOE PROJECT
PRODUCTION PLAN
FOR THE STYLING, THE MODELS WERE ASKED TO WEAR "INIDE, GRUNGE, FASHIONABLE" CLOTHING. THEY WORE HEAVY MAKEUP WITH VIBRANT LIPSTICKS. FOR RETOUCHING, A LOT OF WORK WAS NEEDED. SOME TEMPERATURE FIXES, ADDED CLARITY, AND COLOR CORRECTION. .
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GROUP1 -JESSICA GOMEZ - SHOE PROJECT
INSPIRATION:
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REFERENCES: ATTITUDE
MOOD:
LIGHTING/ COPY
LOCATIONS: WHILE I HAD OTHER LOCATION IN MIND THE LOCATIONS I ENDED UP SHOOTING AT WERE:Â
MANDALA CLUB
PLANET CLUB
GROUP1 -JESSICA GOMEZ - SHOE PROJECT
RUNNER UPS:
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GROUP1 -JESSICA GOMEZ - SHOE PROJECT
FINAL ARTWORK:
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