Fashion Advertisement Campaign
Jessica Ogden Professor Betancur Fashion 210
Brands
Karen Walker Asos Kate Spade
Schedule
Karen Walker
Concept “Where Chic Meets Eccentric”
Idea
Use Toast, the Instagram famous dog, from Karen Walker’s 2015 spring/summer campaign as inspiration. Have the sunglasses bring the chicness while the exaggerated facial expressions will contribute to the eccentric part. Overall a clean and timeless look.
Mood Boards
Statement
“Karen Walker lives in the sweet spot where chic meets eccentric.” These are the words Karen Walker herself, chooses to use to describe her brand of high-end sunglass in her mission statement. Because of this, I aim to stay true to those two words while conveying the brand. I believe in the power of a really great pair of sunglasses. For me, I needed Karen Walker’s Number One sunglasses because I loved the way they made me feel and look. The tortoiseshell and frame are indeed both chic and eccentric. In addition I though her idea to have the Instagram famous dog, Toast, model her sunglasses was ingenious. In order to do her justice, I am going to stick with her classic blank background, portrait style advertisements that she uses for every season. Though the chicness is already very obvious in the sunglasses, a simple striped turtleneck and natural hair and makeup will add to it. The eccentricity however will come from the exaggeration of facial expressions. I plan to try out various emotions to counteract the saneness of the glasses. The colors will primarily be white, black, and grey since everything is very simplified and minimalistic. Typically Karen Walker’s ads also feature a double image and white border around. In the middle of the bottom border, in small black print, is her logo. Through using Photoshop I will be able to exaggerate facial expressions further. The colors I can also make crisper and brighter. Lastly, I can use tools to flip the image and mirror it on the other side if I wish to use one image.
Additional Notes
Location: Photo studio
Lighting: Net with faraway soft box. Colors: Plain white background. Other colors will include black, white and grey. Angles: 3/4 angle face slightly profiled. Portrait style, from shoulders up. Face straight at the camera as well. Hair/makeup: Natural make up, slightly shinny. Low pony/low bun. Has glasses on so eye makeup won’t really matter. Props: Number One Karen Walker, Sunglasses, stool. Styling: Just the shirt will matter. I want it to go up to the neck so that you can still see it in the picture. Facial styling: lots of exaggerated emotions/expressions. Clothes: Striped turtleneck.
Additional Sketches & Key Inspiration
Mock Ad
Contact Sheets
Contact Sheets
Contact Sheets
Contact Sheets
Contact Sheets
Behind the Scenes
Me working with the photographer to test different light settings when the model was changing.
Selections
(Original pictures sent from Photographer)
Final Ads
Asos
Concept
“the wildest choice of relevant products for our 20-something customers�
Idea Capture an end of the night look: tired, messy make up, shoes in hand, yet still stylish. Something a 20 year old could relate to.
Mood Board
Statement
After reading Asos’s mission statement, “…our ambition is to become the worlds number one online fashion destination for 20-somethings…(we provide) the wildest choice of relevant products for our 20-something customers”, their goal is clear: reach and attract a 20 something year old audience through their wide range of unique clothing and accessories. Therefore my idea is to place the model in an outfit that most 20 year olds will relate to: a party outfit. The advertisement will be of the moment after the party to keep up with Asos grungy undertone. I relate to this because my friends and I are all almost 20 year olds and we do want to be able to buy clothing that will be fun to wear to parties. What is so great about Asos is all of their advertisements are practical and to-the-point outfits. Like I mentioned before, an after the party scene leaves room for a lot of dark, “heroin chic” undertones that Asos ads are famous for. Capturing the tired yet put-together mood through dulled out colors and weary body language will make the ad intriguing to look at. I will explore a range of poses from sitting to dancing in order to find the right look. Also through the use of props I can achieve this semi-washed up look, for example holding the Asos lace up shoes instead of wearing them. As for type, Asos’s large block lettering in the upper left or lower right had corner will stay as their trademark. Lastly, software will help in many ways for this project. If the colors aren’t dull enough I will be able to fix that and since many Asos ads are also black and white I can change that too. Also an important component is Asos’s blank background. Any imperfections I find in mine I will be able to take out.
Additional Notes
Location: Studio, blank background.
Lighting: Fully lit, light coming from the front. Flat Light. Angles: Full body shot standing straight, dancing, and falling/sitting on the ground. Holding shoes be laces, maybe thrown over the shoulder. Color: See outfit details. May change whole photo into black and white. Dulled colors. Props: Block for sitting on/posing on (also white). Hair/make up: Slicked back hair, going out (end of the night) messy make up, smoky eye. Slightly “heroin chic�. Styling: Party look. Practical wear. Grungy. Edgy. Messy. Outfit: Practical. Pointed lace up flat shoes, cheetah jacket, leather skirt, cheetah tights, black halter, and bolo tie.
Additional Sketches & Key Inspiration
Mock Ad
Contact Sheets
Contact Sheets
Contact Sheets
Behind the Scenes
Selections
Final Ads
Kate Spade
Concept “Crisp Color, Graphic Prints and Playful Sophistication”
Idea Have a classy woman walk around on a day as bright, colorful, and beautiful as the outfit she is wearing.
Mood Board
Statement
Kate Spade has always been known for their colorful and quirky handbags, accessories, and clothing. My objective is to showcase Kate Spade bags, especially, through photographing them in playful, fun, and urban settings. This is because in Kate Spade’s mission statement they mention “…crisp color, graphic prints and playful sophistication…our exuberant approach to the everyday encourages personal style with a dash of incandescent charm. We call it living colorfully.” I relate to these art elements because I think that style and fashion in general should never be taken too seriously, there is always room for joy and color! The mood of this shoot is ultimately defined by my choices in color. By choosing primarily bright, saturated yellows and blues, the ad cannot help but be joyful and upbeat. By also choosing to cut out the models expression (in some shots)and frame the bags solely with the body and backdrop, the motion and energy of the body will also enforce the delighted nature of the ads. The setting will be urban and outside because Kate Spade is all about seizing the day, and what better way than to be out and about on a sunny day. Plus there are great opportunities to find brightly colored houses and vegetation if outside. The typography will be typical to Kate Spade fashion: a quote (in this case Live Color Fully) followed by her brand name. I think the project will improve using software because any color I will be able to make so much brighter and more saturated. Also if I am unable to find a proper backdrop, Photoshop allows me to place whatever I’m missing into it. The shoot overall will capture the essence and imagination that Kate Spade gives to her brand each season.
Additional Notes
Location: Outside. Something that is colorful like a colored wall. An urban street/sidewalk setting. Lighting: Daylight, bright-fully lit. Angles: Photographer placed slightly ahead/angled looking up at model. Looks like it is being captured in motion (dancing/skipping) Color: Yellow & Blue/ Bright colors, patterns. Hair/make up: Beehive hairdo/natural makeup. Also Kate Spade Sunglasses.
Props: My car (yellow) Kate spade bag (Black) Kate Spade cross body (Blue, Black and White Striped, & Purple) Kate spade sunglasses Kate Spade to-go mug Kate Spade wallet (Black with pink candies) Kate Spade bangle Five blush colored heart balloons Styling: Lots of layers of clothing. Fun and colorful. Very 1960’s. Garments: Exaggerated.Yellow bow coat, tan/blue high heels, navy blue with white bow blouse, taffeta blue skirt, yellow rose earings, bangle, and sunglasses.
Additional Sketches & Key Inspiration
Mock Ad
Contact Sheets
Contact Sheets
Contact Sheets
Contact Sheets
Contact Sheets
Behind the Scenes
My fixing the model’s hair
Selections
Final Ads
Final Ad Selection Overview
Big Thanks to My Team: Photographer: Emily Steele Model: Savannah Newman Makeup: Julia Morgan