Brand Marketing Context Report

Jewel Celeste Gerlings / Milan Flíček - Fashion Film

F

DIGITAL MARKETING CONTEXT REPORT

BY JEWEL CELESTE GERLINGS

Jewel Celeste Gerlings / Milan Flíček - Fashion Film

JEWEL CELESTE GERLINGS Milan Flíček Spring Fashion Film Cinematographic Brand Report

Jewel Celeste Gerlings / Milan Flíček - Fashion Film

CONTENTS Executive Summary Who is Milan Flíček ?

Golden Rule Segmentation Variables Consumer Profile Competition Collaborations Brand Analysis Social Media How to make a Milan Flíček Fashion Film Treatment Document Overview Treatment Document Film

Treatment Document Plot Treatment Document Feel Treatment Document Audio Prop List Crew List Location List Delivery & Format

Cast Hash Tags Mood Boards Appendix Bibliography

Jewel Celeste Gerlings / Milan Flíček - Fashion Film

EXECUTIVE SUMMARY In this report, emerging AUB designer Milan Flíček will be analysed for its Branding marketing and the process of the fashion film. In order to direct and compete within the market, this report will go through the competitors usage of film and social media in order to get the press right for its purpose. As well as how the design and style choices made for the eye of the consumers affect the business. The report will be looking into how the brand ‘Milan Flíček’ will present itself and what kind of image, style, value and purpose it stands for. In addition it will investigate its consumers and branding essence to help provide the influences towards the fashion film.

Jewel Celeste Gerlings / Milan Flíček - Fashion Film

WHO IS M I L A N F L Í Č E K From Lisov, Czech Republic to United Kingdom.

‘Milan Flíček’ is an emerging menswear fashion brand . Which will be available mainly online or in stores who are in collaboration with the brand. Having ‘Milan Flíček’ being as an e-tailer will create a strong digital presence which then can further expand in the future, as in the last month 82% of the UK population have made online purchases.

The focus is on young male adults ( 10-30) who have a disposable income. Who are interested with its Stand out style. ‘Milan Flíček’ is all about true tailoring and elegance with a love of floral patterns and colourful combinations, While ensuring that they can dress up their floral jacket and still remain manly without following the boxed in trend.

Entering the online fashion world, ‘Milan Flíček’ is presented mainly through digital marketing of websites, social media platforms such and Instagram, Facebook and Twitter.

Milan Flíček

Jewel Celeste Gerlings / Milan Flíček - Fashion Film

WHAT HOW WHY

GOLDEN RULE

Flíček wants you to not be afraid to be unique and challenge the trend and boxed in society, it wants to allow consumers to reach into their inner child who were not afraid to make mistakes and were open minded to explore and try things out and learn from them. To be happy with yourself without thinking of other peoples judgement and not spending money to companies that only care about profit rather than unique individuality

By creating clothing that has brighter colours and patterns with intricate tailoring letting you become unafraid of what your inner self truly wants while remaining manly and comfortable.

Fashion Brand for men that gives a colourful twist than its usual expectations or trends

Jewel Celeste Gerlings / Milan Flíček - Fashion Film

AGE: late 20s (children from high income families) - 30+ GENDER: Male GENERATION: Y.1 & Y.2 ETHNICITY: Open to any STATUES: Richer social layer / high class OCCUPATION: Lawyers and managers who

LIFESTYLE: Alternative lifestyle, loves colours,

very optimistic.

SOCIAL ASPIRATIONS: Out going , sociable and

have an artistic approach to life.

High income clients that appreciate fashion and art as lifestyle rather than a choice of clothing.

INCOME: £40,000 - £ 80,000 + SOCIAL STATUES: acquired / They are aware of their surroundings

DEMOGRAPHIC VARIABLES

PSYCO-GRAPHIC VARIABLES

SEGMENTATION VARIABLES

REGION: Central URBAN: London and other big cities RESIDENTIAL LOCATION: suburbs of large cities, but in a

quiet neighborhood. ( london ) HOUSING TYPE: large hosues , villas CITY SIZE: Big

GEOGRAPHIC VARIABLES

USAGE & BENEFITS VARIABLES

approachable, good with people knows when to be serious for businesslike situation SELF IMAGE: Is good with self maintenance and expressive.

BUYING MOTIVES: Mainly focus on the purchases of the occasion and disposable purchases choices.

INTERESTS & HOBBIES: family, all sports, as well as sophisticated sports like chess, reading newspapers, and chatting with friends and enjoys good whiskey ATTITUDES & OPINIONS: educated about politics, not accepting the status quo, , fighting grey and minimalism

BENEFITS LOOKED FOR IN A PRODUCT: fully

tailoring work, original, of the finest materials, great for your skin USAGE RATE: 100% wear at least once a week VOLUME OF PURCHASES: once every 3 months PRICE SENSITIVITY: 1500-3000 GBP BRAND LOYALTY: Very loyal, regular consumers END USE OF PRODUCT: Long lasting

CONSUMER PROFILE

Jewel Celeste Gerlings / Milan Flíček - Fashion Film

Milan Flíček is mainly targeted at young men, who are aged around 18 - 30. This is seen through the appreciation of clean cut exquisite tailoring with a twist. The new generation of true gentlemen. With clear goals and clever opinions. The brand takes pride and enforces uniqueness and embracing your inner true self and want the individual consumer wants within themselves. It pushes you to find your inner child and to never forget who you were when you were young, free and open minded to exploring every aspect of the unknown. Milan Flíček tries its best to add the fun and colour to the classic man attire and ensures to add a twist of stand out so that the trend is not boxed in with society.

The brand creates high standers, attention to detail garments. That makes the consumer feel fresh, new, individual and unique in a fashionable way. From head to toe and accessories the brand ensures that you feel comfortable and the right man with every fit. Flíček tries to be affordable/reasonable for its quality and craftsmanship with the price range, and would probably be more suitable with consumers that have a little bit of a disposable income. As the brand is niche and emerging, the future hold many more collaborations to show that the movement of being unique is the next step and that in Milan Flíček there is always a way.

Jewel Celeste Gerlings / Milan Flíček - Fashion Film

SHOP

STYLE

MEDIA

Burberry Gucci Ralph Lauren Armani Dolce & Gabana Prada .. or second-hands

Sexy Intelligent Purposeful Long hair Beard Elegant

Instagram Youtube Website

Expressive Not afraid to be themselves Successful in happiness and peace

DESIRES

All sorts of sports ( because of the health of the body! ) Surfing Rugby Volunteering fire-fighters reading books or newspapers Sophisticated individuals.

INTERESTS

LIFESTYLE Men in high positions who lead people, but also students etc.

Athletic Self-confident Playful Tolerant Peaceful Interested in things like polluting the planet etc., therefore riding on bikes!

CHARACTER

Jewel Celeste Gerlings / Milan Flíček - Fashion Film

COMPETITION Milan Flíček as a brand will have a wide competition as it niche and a new approach of dressing and challenging the consumers. However, as there is still a rise in menswear becoming more of a voice, it still has a chance to become known.

High Quality Dolce & Gabbana Gucci Versace PRADA Yohji Yamamoto Miu Miu

Most brand that are competitors already have a high platform and have various media platforms for exposure, to compete Milan Flíček must get as much as exposure to intrigue consumers.

Flíček

High Price

Low Price MANGO

ZARA TOPSHOP

Low Quality

Milan Flíček’s main competitors are Gucci, Dolce & Gabbana due to the floral prints and colour usage as well as expressiveness expressed through the garments. Yhoji Yamamoto because of the structural cuts.

Versace for the drama patterns.

The other competitors on the more affordable side are Topshop as they recreate styles such as Gucci like the cro-effect loafers and floral suits and garments and cigarette trousers ect. As well as Zara who recreates the flares and sophisticated print-a-likes.

Jewel Celeste Gerlings / Milan Flíček - Fashion Film

Parent Company - Kering - Gucci Group (PPR) Category - Apparel and Accessories Sector - Lifestyle and Retail Tagline/ Slogan - Quality Is remembered long after price is forgotten USP - Gucci is a leading in innovative luxury fashion brand Target Group - Middle aged, High Income, High status individuals Positioning - Gucci is projected as a sophisticated brand and Innovative Strengths: -On trend and strong social media - Strong Brand Image and brand equity - Controls its distribution Channels effectively - Strong chain value with suppliers and retailers - More than 250 directly operated stores of Gucci - Has a huge product portfolio like apparel, clothing, wallets, watches etc - Has partnered with UNICEF as a part of CSR initiative - Associations with automobile companies like Ford, General Motors, Fiat added brand value - On point advertising and marketing has made Gucci a top of the mind fashion brand Weaknesses: - Requires investment in huge money in order to protect and maintain its brand image - Face losses because of cheap fake imitations of the brand worldwide Opportunities: - Able to tap in emerging luxury markets that are in emerging economies like India and China

GUCCI - Target the younger generation segment with the stylish designs Threats: - Extremely competitive segment means limited market share growth for Gucci - Product substitution is easily available - Being a global brand, it is vulnerable to global price fluctuations, recession etc.

Why a competition?

Gucci known for its craftsmanship and leather goods. Their designs show a true transformation from youthful pretty to grown-up sexy. Their sultry designs are perfect for an elegant dinner and maybe even some dancing.

Most of their designs are simple with a touch of detailing (like a slit in the skirt or a cross stitching design in the front of a sweater) to make them truly unique. Most designs feature their “G” logo which has become synonymous with high class style.

Jewel Celeste Gerlings / Milan Flíček - Fashion Film Gucci in theory has the same target group of Middle aged, High Income, High status individuals. Although it does not include much of the younger adults like Milan Flíček, it is very similar. They present themselves as classy with a twist. The garments are very expressive through the colour and print combinations. Gucci is one of the brands that is known world wide, most common brand to be mentioned when thinking of haute couture with vibrant print. This is the same as Milan Flíček, experimenting with the flora prints and the power of colour while creating a style stand for men. Although he is not known worldwide yet, everyone who knows and is aware of him and his garments know he is the most pattern and colourful designer around, known as the hater of black.

Gucci always expresses an edgier style for both men and women, they reach out to a bigger consumers as the retail in other things such as accessories and women ware, makeup and decor. Their website has a minimal layout and is easy to access and manage. High fashion still images for all the items that gives the high quality product feel to the consumers. The Home page has the latest collection out, it also includes a runway section that Gucci has had, accompanied again with crisp clean cut images.

They have a huge platform base with 20.7 million followers on Instagram and 181K subscribers on Youtube. Their Instagram not only includes some of their looks but also many illustrations and recently posted mutiple high fashioned styled dogs. This gives a feel of not just fun and quirkiness of the brands personality but also shows that they do understand their consumers and gives of the feel of their mood board that Gucci generates during each collections. It revisit the whole artistic and expressive vibe.

Jewel Celeste Gerlings / Milan Flíček - Fashion Film

Their youtube, has all their fashion films and little snippets of stories or cartoon like films representing the character of the brand very well. The imagery they give towards the consumers is very fun and experimental. The usage of illustration and cartoon like images and films creates a very youthful touch to it. They truly embrace the artistic feel to it, from social media to their products.

Without looking or creating that tacky image with the explosion of colours and prints and their social media they manage to keep it clean cut and classy and on trend through how they layout their products and how their models act and portray them. They come across very artistic and out of the box which is something Milan Flíček is trying to create and stand for as well. Gucci successful manges to keep their consumers intiruidged with their continues refreshing styles and character.

Jewel Celeste Gerlings / Milan FlĂ­Ä?ek - Fashion Film

BRAND ANALYSIS

STRENGTHS

- New designer brand launch - Strong USP and design identity - The combination of creative design and innovative techniques - Focused range: quality, price - Attracts niche consumer market

O PPORTUNITIES

- Open small pop up shops to give consumers a taste and real feel of the brand and its products and give a clear visual of how the brand purpose is.

-Expand social media, to give the chance of more press exposure and consumer engagement.

- Create collaborative opportunities with established brands to reach a wider target audience.

Create collaborations with similar like minded brands to give an chance for the brand to expand to bigger projects and goals.

WEAKNESSES - The brand is niche and will have a specific target market - It offers a diverse range which may exclude some consumers.

- As a small business press and marketing will be limited initially.

- small design team - To establish a position in a saturated market

THREATS

- To establish the brand against a raft of competitors.

- Marketing on a limited budget to promote against funded brands.

- Production and shipping costs - To engage consumers attention - Financial sustainability

True

Bright

Jewel Celeste Gerlings / Milan Flíček - Fashion Film

Inspirational Open minded

Fun Fresh Honest

Rebel VALUES & PERSONALITY

Personal insight from experience from the designer

REASONS TO BELIEVE True facts about

following the trend and giving money to Confident Individual companies that only To show the world your care for the money subjective originality. To Risk taker Bright remember to never forget that rather than serving Challenging you are never too old to learn your individual style something new and to always Why only carted to Men Self satisfactory when Women have the remember your free younger same troubles of only self within you.

Comfortable in own wanting to follow the trend choices

ESSENCE

Encouragement

BENEFITS Confidence

Become open minded Individuality discovery

BRAND OBJECTIVES BRAND KEY - UNILEVER

Some might already feel comfortable sticking to what is easier for them

Consumers won’t challenge themselves straight away and adapt to this concept approach

DISCRIMINATOR

CONSUMER INSIGHT - Lost in what they really want and feel comfortable in - Needing new inspiration and confidence in themselves within fashion - Unsure if they are willing to become different and not following the boxed in trend.

COMEPTATIVE ENVIRONMENT - Brands that make it easier for men to shop as most don’t care and stick to basics - Brands that offer already funky prints or bright colours or tailoring, e.g Urban outfitters

TARGET -The consumers who are looking for a new style and taste to their wardrobe and don’t feel like following the boxed in trend and want to become more individual and discover their true self taste and needs rather than listing to society.

- Young Adults (men) 18-30

Jewel Celeste Gerlings / Milan FlĂ­Ä?ek - Fashion Film

SOCIAL MEDIA MOCK UPS As a niche brand the social media interaction and press has to be on trend and well presented. It needs to maintain the style and feel of the designer so I have created a slick and clean cut feel with a pop of colour.

The Instagram is filled with a theme of a grey background but with a pop of colour from the garments to extenuate them as well as give off an artistic and abstract atmosphere towards the consumer. The same goes for the Facebook account and Youtube, I still wanted to keep the professional feel to it and used off white or bluey-grey tones for background colours.

For the website the same ideas are applied. Very slick and simply constructed with some edgy photos to show the charterers that the clothes create to the consumer/ wearer.

I also played around with packaging and what it would all look like on a phone. I wanted to in-cooperate the floral theme that the Designer loves and creates. As well as a what the store on the outside could possibly look like and a mock businesslike card.

Jewel Celeste Gerlings / Milan Flíček - Fashion Film

Jewel Celeste Gerlings / Milan Flíček - Fashion Film

Jewel Celeste Gerlings / Milan Flíček - Fashion Film

Jewel Celeste Gerlings / Milan Flíček - Fashion Film

Jewel Celeste Gerlings / Milan Flíček - Fashion Film

Jewel Celeste Gerlings / Milan Flíček - Fashion Film

HOW TO MAKE A ‘MILAN FLÍČEK’ FASHION FILM

Jewel Celeste Gerlings / Milan FlĂ­Ä?ek - Fashion Film

PRODUCT For the film I chose to use the original designer of the brand to create a more real and authentic feel to it. Since the whole point of the cinematic fashion film is to introduce his brand to the fashion world and what inspired him from the start of his recent collections. I thought using him would accentuate the feel of a personal message and stand to the beginning of his brand launch. As he is confident Milan would show the true representation of what his brand is like and its theme/character as the choices of styling is what he himself created. The bow tie and waist coat that both actors are using is made by him, and the reason for this choice is to capture the style of the brand yet again and the true inspiration form his younger self free spirit giving the ideas for his colour and pattern combinations and his character at the same time.

The little boy I chose for the film I thought was perfect as he also had almost the same shade of hair as the designer ( actor 1) as well as long hair which again is similar to the designer so I can match them with the man bun style to make it more clear to the viewer of them being the same person just as the younger version of him. I though having him in the film would enhance the visuals of the brands core inspiration to remember your inner child when you used to be reckless, fearless, free spirited and wanting to explore new things and try them out without knowing what the trend is and what is expected from society.

The location chosen is separated for each scene both kitchen and garden are in Winton however the kitchen is from one and the garden is the other just because of the style that works for the theme and story of the film. As it is difficult to find a old vintage grandparents house in a student housing area. The forest scene will be filmed at new forest as it creates a whole different fantasy/imagination drift off the two characters bonding and displaying the whole exploitative and free spirited and minded attitude.

The set style will be homely and a feel of your grandfathers house, modern yet eastern European to get the real atmosphere of the designer’s lifestyle/culture in even with the little touches. The kettle is there to look a bit vintage and still be able to use as a prop for the reflection of the mini Milan scene as well as a little side mirror or stand the reason for this choice of scenes so that as well as keeping the Viewer intrigued it lets the viewer see the meaning of the film and that you will always be a child on the insides learning new things no matter how much you experienced and learned.

Jewel Celeste Gerlings / Milan Flíček - Fashion Film

PLACEMENT The cinematic fashion film I have created will be formatted in 3 different ways for specific platforms. The six minute film is the main film footage and the bulk of the whole story, this will be placed on the website and youtube/vimeo so consumers who are really intrigued and want to see the full film/story can continue to watch it there. The one minute film is for social media platforms such as facebook, instagram as they are now able to upload longer videos, twitter. ect. This is shorter to create more of an easier simplified version to it for fast bowers as they could get bored quicker and would wan to get straight to the point when watching a fashion film or anything along those lines. I also want to create snippets of 10 seconds, this is for more of teasers that will be released before he launch of the brand. This can be posted on Instagram as well as the website and facebook ect. Highlighting the key moments or most intrigued scenes in a short amount of tie to create build up to the brand.

PROMOTION The Fashion film is the opening of the emerging designers brand launch. The released time for the film will be in spring 2018. It will be released on all social media platforms as well as the original website’s home page. Prior to the 1 minute sneak peak and 6 minute film, the 6x 10 second snippets will be released every other day the week before the launch. There will be a sign up promotion ad at the end as well as when being on the website so catch the consumers attention and get them started to following up with the collections of the brand.

Jewel Celeste Gerlings / Milan FlĂ­Ä?ek - Fashion Film

PROCESS The time-scales for this fashion film will be filmed in 5 days spread between 2 weeks. This is due to everyone busy schedule from the creative team, as the child has school and the mother works and every crew team member has their own university studio access timetable. The first weekend will be filmed on week 4 ( Day 1 on 27th & Day 2 on 28th Jan. ) between 10:00 am to 16:00 pm and this is where all the dry scene in the kitchen happen as well as the separate sound recordings and refection shots. This works best for everyone who is working with me.

The Second weekend will be the following weekend also known as week 5 ( Day 3 on 3rd & Day 4 on 4th feb. ) Between 10:00 to 16:00 pm and this is where the wet scene swill be shot.

I have hired a make up artist to style the two actors for the film and give them a TV film basic makeup as well as help me create the fake rain. I also have a runner to bring the towels after the wet scenes and hot drinks on request. I have a film student who is from 1st year who will co-direct along side me to give me tips and advise while filming. I will be the director and Cinematographer for the film. I also arranged to order a water hose and adaptor suitable for any sink for the fake rain as well as the kettle for the kitchen scene and reflection of the little actor acting the mini version of the Designer ( actor 1).The styling is arranged by Milan ( the AUB emerging Designer ) alongside with me to ensure they style is well suited for the brand and film.

Day 5 for filming is for a forest this is to create the scene of the two actors playing hide and seek to portray the fun side of the inspiration of reminding yourself to remember our inner child. This will be filmed in New forest on the 2nd of Feb. This works with everyones schedule. I will have to use a watering can to imatate the rain as a hose won’t work out in a forset. I will have runners to provide towels and hot drinks for everyone working on set.

For the editing I hired a composer who agreed to watch the edited film and create a composition for the film in all 3 formats. I want to create a sentimental feel to the film with the sound backtrack and will mainly use piano and guitar for the soundtrack. .The editing will be done mainly by me with assistances of the composer at the end. The editing will start as soon as the filming is done so week 6 and onwards is where that will take place.

TREATMENT DOCUMENT

Jewel Celeste Gerlings / Milan Flíček - Fashion Film

Milan Flíček Spring Fashion Film Cinematographic

“ a touch of you ”

“ a touch of you “ is a 3 minuets and 19 seconds Fashion Film. It will be set around spring 2018. The Fashion film will be featuring products

by Milan Flíček ( waist coat, Bow tie and adult mens coat. ) within the story of the film discovering that the true younger self is where your individuality lies in.

This Fashion Film will be delivered in 3 formats: 1_ The full 3 minuet and 19 seconds Fashion Film on the main website: www.milanflíček.com 2_ A 1 minute Sneak peak film with the main scenes for social media sharings 3_ 6x 10 second snippets of the Fashion film for instagram and snapchat stories to use for the build up of the release.

Jewel Celeste Gerlings / Milan Flíček - Fashion Film

“ a touch of you “ is more about Flíček’s manifesto and approach to his designs for his consumers. There will products by Milan Flíček throughout the film presented on himself and his younger version of him. The story line is to focus on your inner child when you were more free spirited, open minded and unafraid to explore. Who are not afraid to form and play and you didn’t know the rules and expectations, you just lived and aspired whoever you wanted to be.

The films purpose is to create a strong symbolism between the connection Flíček passionately feels and stands for within his brand and general belief. To never enter mainstream status.

To promote as well as accentuate his brand designs and be able to inspire other consumes and even designers to become more unique and not be afraid of what their inner self feel/tell them. To connect to the consumers on a more emotional level and open their eyes to new paths of living. And not make ‘looking back’ seem as a bad thing to reflect on.

The film should be relatable, as in today’s society it is more boxed in

and we do not notice that we are creating a trend to follow the trend and simply becoming predictable. Forgetting individuality and becoming afraid to stand out more.

The aim of the film is to get the message across that men can dress up their floral jackets and still remain the right man. To celebrate unique individuals and appreciate the new brighter approach for menswear.

To see the value of self trust and love. To create confidence within the consumers and connect to them. It’s about discovering yourself and listening to what your instinct truly tells you.

The film displays the journey of a regular young man struggling to define who he is and debating between seeing himslef as an adult or a child. Resulting to finding the motivation and becoming at peace and acceptance that you will always be a child within no matter how much experience and older you get.

Jewel Celeste Gerlings / Milan Flíček - Fashion Film

WHY_ The reasons behind creating this film for the emerging AUB designer is to bring the brand into the fashion market and in general get the voice of Milan Flíček out there. Letting the people see and share his passion. The designers manifesto really influenced the idea and motivation on creating this collaboration, it allowed me to get an understanding of his perspective and how clothes in general build that relationship of expressiveness and becoming you. It is a beautiful and heartfelt story and authentic in its own way. Its more truthful to the brand the designer himself. The motivation and energy is shown clearly when getting to know Milan Flíček

Jewel Celeste Gerlings / Milan Flíček - Fashion Film

PLOT_

Using parts of the Designers manifesto as a background narrative for the film, Creating a visual version. To display the beginning and influences of the brand. Featuring recent designs of his waist coat, bow tie and the mens coat from his collection. In the film of the inspiration story of Milan Flíček.

Create the visuals of a homely kitchen where the kettle is on the stove and paper work all over the kitchen counter accompanied by some fresh flowers and basic kitchen utensils. Creating a cinematic feel to it . When the designer passes by the kitchen the small reflection in the kitchen scene reflects the younger version of himself and not his real time self unnoticed by him. He takes of his coat to hang on the chair and walks over to the fridge, you hear gentle background track and his footsteps overlying to give that real feel of him being alone at home.

In slight frustration he looks into the paper work he hasn’t been sorting out he walks towards the door to his back garden to catch a breather. The music builds up and becomes louder, and although it looks cloudy he decides to sit on the grass reflecting and thinking back why he struggles defining himself as a man or still young child.

Throughout the entire time there will be cut scenes back and forth of the younger him ( Actor 2 ) doing the same actions as him.

Letting the viewer know it is the same person.

While in deep thought it starts to rain and the scenes merge and actor 1 sees his younger self physically in front of him and follows after him. Actor 1 is in confusion and starts looking around as if he is trying to figure out where he came from, they start to move slowly as the younger version is directing him down the garden and behind a shed. The scene continues and transforms into them being in the forest where they just let go of worries and confusion and become more free minded and happy.

A symbolisms of self recognition about true discovery of the story and giving the designer a peace of mind to be ok with the situation and struggle as it is normal and part of the path of his life. He ends up back in his garden in the rain takes a deep breath and smiles in acceptance, walks back into the house passing the reflective object with he same mini version refection and walking out the kitchen scene where the film fades out and his signature appears. To give the sense of signing of the story.

Jewel Celeste Gerlings / Milan FlĂ­Ä?ek - Fashion Film

AUDIO_

FEEL_

- The Music that is being used is a composed piece which will follow the rhythm and pace of the film. To create a strong connection between the film and the viewer the music needs to be emotionally connected but not too distracting to keep the viewer intrigued.

- Soft compositions with a contemporary approach to it - Static shots of cut off and switches between the two actors.

- Close up shots of rain for the mood and atmosphere.

- British spring weather with little sunshine from now and then.

- Emotional connecting through composition of piano.

- Focus on the connection of the two actors ( Adult & Child )

In the beginning the music will be subtle and create an intro that is calm, there will be sounds of the footsteps and paper movements as well as the kettle cooking to give it a more of a real feel to it. The music will in case in more intensity as the two actors are interacting with each other and the main scene and message comes across.

Ending with a calmer tone again to give clear indication when the film is close to its end.

Jewel Celeste Gerlings / Milan Flíček - Fashion Film

PROPS LIST_

CREW LIST_

- Milan Flíček items : • Waist coat & Bow tie for Actor 1 ( Designer ) • Wait coat & Bow tie for Actor 2 ( child ) • Mens Coat - Shed - Mirror - Flowers - Paper work as bills - Kettle - Water hose ( Fake Rain ) - Ball - Female - Makeup

- Creative Director - Editor - Videographer - Male Actor - Child Actor - Camera Assistant - Makeup artist - Co-Producer - Composer - Co-edittor - Stylist - Runner - Assitant

DELIVERY AND FORMAT _

LOCATION LIST_

- The full 3 minuet and 19 second Fashion Film on the main website - A 1 minute neak peak film with the main scenes

- House, ( Kitchen of location 1 ) - House, ( Garden outdoors, location 2 ) - Forest ( the playground scene )

for social media sharings

- 6x 10 second snippets of the Fashion film for instagram and snapchat stories. to use for the build up of the release.

Jewel Celeste Gerlings / Milan Flíček - Fashion Film

CAST_

Actor 1_

Male, Adult - Designer

- Early 20’s , Designer/Founder of the brand.

- Smart, Expressive, Colourful,Perfectionist.

- Appreciation in good quality Tailoring and elegance. Hates black and mainstream clothing trends. All about him and his machine and enjoying the little things in life.

Actor 2_

Male, Child - Mini me

- Age 8, Replicate the younger version of Actor 1.

- Fun, Free minded/spirited, spontaneous, Playful, Loves exploring.

- Creative in a contemporary way.

-Little bit mischievous

Jewel Celeste Gerlings / Milan Flíček - Fashion Film

#_ #a piece of you..

#your voice, your move

#the Flíček way

#confidently you

#the inner colour of you

#make your mark

#true self

#there is always a way

#self trust

#your inner wild card

#your power

Jewel Celeste Gerlings / Milan Flíček - Fashion Film

Jewel Celeste Gerlings / Milan Flíček - Fashion Film

Jewel Celeste Gerlings / Milan Flíček - Fashion Film

Jewel Celeste Gerlings / Milan Flíček - Fashion Film

Jewel Celeste Gerlings / Milan Flíček - Fashion Film

Jewel Celeste Gerlings / Milan Flíček - Fashion Film

Jewel Celeste Gerlings / Milan Flíček - Fashion Film

APPENDIX

Jewel Celeste Gerlings / Milan Flíček - Fashion Film

Jewel Celeste Gerlings / Milan Flíček - Fashion Film

Jewel Celeste Gerlings / Milan Flíček - Fashion Film

Jewel Celeste Gerlings / Milan Flíček - Fashion Film

Jewel Celeste Gerlings / Milan Flíček - Fashion Film

Jewel Celeste Gerlings / Milan Flíček - Fashion Film

Jewel Celeste Gerlings / Milan Flíček - Fashion Film

Jewel Celeste Gerlings / Milan Flíček - Fashion Film

Jewel Celeste Gerlings / Milan Flíček - Fashion Film

Jewel Celeste Gerlings / Milan Flíček - Fashion Film

Jewel Celeste Gerlings / Milan Flíček - Fashion Film

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