Introduction to process and purpose 4-5
Shoot objectives 6-7
Campaign story overview 8-9
Final shoot call sheet 10-11
Set design and locations 12-13
Photography brief 14-15
Hair and makeup brief 16-17
Look 1 (styling and poses) 18-21
Look 2 (styling and poses) 22-25
Look 3 (styling and poses) 26-29
The purpose of this final shoot brief book is to showcase my planning and preparation process, prior to carrying out my final campaign editorial shoot. The purpose of my final campaign shoot aims to generate a large amount of both static imagery, video content and behind the scenes video content for me to then edit and develop further into creating the final outcomes for my editorial campaign. I decided to put together a final shoot brief/ guide for me to stick to on my shoot day, as well as creating a piece of structured material to show all parties involved on the day so we can have a smoothly running shoot day, aiming to minimise any errors from occuring or running issues on the day. This book has also been created to act as a referencing guide for my final campaign shoot, providing a source of inspiration for my model’s hair, makeup and posing ideas, as well as showcasing the different looks of my collection that I will be shooting on the day, to further ensure I can perfect my final styling ideas and bring my campaign visions to life. Thank you in advance to everyone that’s involved with today, and I’m really excited to get started!
SHOOT OBJECTIVE 1
Aim to create a varitey of imagery and videography which is illustraive and emmulates both Zara and Chanel’s aesthetic to produce my collaboration concept.
SHOOT OBJECTIVE 2
Aim to capture behind the scenes videography and imagery to capture my shoot process and development.
SHOOT OBJECTIVE 3
Aim to shoot all three looks in a variety of different poses, lighting techniques, backdrops and consider different photography angles to create unique imagery.
SHOOT OBJECTIVE 4
Aim to effectivley communicate my campaign concept of futurism, digital fashion innovation and creation within a bridged accessible luxury market level.
To ensure that my campaign visual vision and backstory narrative concepts are captured during my final campaign shoot, I wanted to share an overview of my campaign story to ensure all my campaign goals are achieved within this photoshoot. My final major project brief has been created by myself, creating a digital fashion Non-fungible token (NFT) collection, by collaboration partners, Chanel and Zara. The branded collaboration is to be titled ‘Youth Diversion’, highlighting the symbolism of diverting youth audeinces and customers, Generation Z in particular, from overconsuming excessive amounts of fashion and supporting the excessive purchasing of clothing. I have incorporated my research into the Metaverse and digital fashion possibilities into my project to provide a potential solution to reduce youth generations from overconsuming fashion by showing the possibility of incorporating digital and intangible fashion into their wardrobes. This campaign concept aims to visualise the possibilities and opportunities that the Metaverse and digital technological innovations can bring to further advance the fashion industry and it’s issues regarding sustainability. I have chosen both Chanel and Zara as my collaboration partners because my research and development process when creating my campaign concept allowed me to look into what would drive a Generation Z consumer into purchasing less fast fashion, and rather purchase fashion at a more conscious consideration level. My research showed that younger audiences would be keen to purchase less clothing if a brand chose to be more sustainable and priced at a more affordable level. Therefore, my choice in selecting both Zara and Chanel aims to bridge the gap between younger audiences being out of touch with the luxury market, creating a sustainable and Metaverse based collaboration with a high street brand, introducing Generation Z to affordable luxury, and the capabilities of digital fashion innovations.
IMPORTANT INFORMATION
Date - Wednesday 5th April 2023
Time - 9am-2pm
Location - Photography Studio 1, Kingsway Campus
Primary Contact - Keira Davitt-Bailey (@keiradavittbaileycreative)
CREATIVES BREAKDOWN
Creative Director - Keira Davitt-Bailey
Stylist - Keira Davitt-Bailey
Photographer - Keira Davitt-Bailey
Videographer - Keira Davitt-Bailey
Model - Mattea Grace
Makeup and Hair - Mattea Grace
ADDITIONAL INFORMATION
All fashion looks, props, set design and equiment will be provided
Refreshments will also be provided
We will spend approximatley 1 hour shooting each look, including set and lighting changes etc.
The location for my final campaign shoot will primarly be Photography Studio 1 in Kingsway Campus, Chester. I have decided to proceed with a studio-based shoot to capture my final campaign imagery and videos because I aim to create a luxury fashion editorial style photoshoot to further communicate my campaign concept of bridging the gap between the luxury market level and a Generation Z consumer. I feel that a studio best shoot would be best to capture this vision. The use of the photography studio will also be a beneficial space for my final shoot because I aim to use different lighting techniques and shadow creation to add more dimension to my imagery. In terms of set design, my test shoot development process allowed me to identify that I want to proceed with a minimal background, however using elements of metallic foil in my set design to allow for light and shadows bouncing off to further communicate my futuristic and digital narrative.
EDITORIAL IMAGE CAPTURE
Shoot a variety of different images across my 3 collection looks, capturing the look of both Chanel and Zara, playing with different angles, photography techniques and lighting / shadow creation
EDITORIAL VIDEO CAPTURE
Film a variety of different images across my 3 collection looks, playing with different transition shots, wide angle video scenes and shooting different scenes to then create my final campaign films
SOCIAL MEDIA CAMPAIGN CAPTURE
Gain a vast amount of different imagery and video content to then create social media content to further communicate my campaign to youth Generation Z audiences
IMAGE USAGE PLANS
Editorial campaign look books
Editorial campaign films
Visual merchandising layouts
Social media marketing campaigns
COHESIVE AND CONTROLLED LOOK
My model’s makeup and hair styling should be cohesive and maintained, staying the same for the duration of the day. This will help to visualise the look of a futuristic ‘avatar’ wearing my NFT collections, keeping the main focus on the clothing itself.
MINIMALISTIC AND FRESH
The goal with my model’s hair and makeup styling is to not draw away attention of the clothing garments itself, as the focus of the imagery and video content should be my digital fashion collection. This minimalistic styling choice also aims to emmulate the ‘lool’ of a luxury market campaign, as my campaign concept revolves around marketing and selling a product (my digital NFT fashion collection). Therefore, keeping the model’s look minimal should focus the attention of the consumer on engaging with the product.
Figure 1 -
High Fashion Poses (2023) (Image) Retrieved from
https://www.pinterest.co.uk/tayamika/high-fashion-poses/
Figure 2 -
Clean Girl Makeup (2023) (Image) Retrieved from
https://www.pinterest.co.uk/TheEtherealFemme/cleangirl-makeup/
Figure 3 -
High Fashion Poses (2023) (Image) Retrieved from
https://www.pinterest.co.uk/tayamika/high-fashion-poses/
Figure 4 -
High Fashion Poses (2023) (Image) Retrieved from https://www.pinterest.co.uk/tayamika/high-fashion-poses/
Figure 5 -
High Fashion Poses (2023) (Image) Retrieved from
https://www.pinterest.co.uk/tayamika/high-fashion-poses/
