AD6606 BRAND MANAGEMENT
KRISTA HELLON
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Introduction This book aims to show the journey that I have taken from my ‘Brand Me‘ module to my final major project. I will briefly reflect on my brand ‘Krista‘ and the initial 360 campaign. I will also identify the key influences that have inspired the direction of the concept of my final major project. Furthermore, I will discuss the skills I have developed throughout my journey and how it has prepared me for entry into the fashion industry. University has allowed me to expand my creativity and has highlighted a passion for content creation and art direction, in which I hope to pursue a career upon graduating.
Brand Me
VISIONARY CONCEPTS AND STORYTELLING As part of my Concept Direction and Development module, I investigated and developed a personal brand concept that will support my chosen career path in content creation and Art Direction. This module began with a summer research brief set with the intention to help us understand our work style and signature in the fashion industry. I concluded that my best market sector fit fell in high-end designer luxury, particularly with brands and publications that explore visionary concepts and storytelling.
My branding concept came from the realisation that I am a walking, talking billboard for juxtaposition from my tastes to my personality. Juxtaposition essentially means balance, something the fashion desperately needs, for example, a balance of tradition and innovation. JUXTAPOSITION.
I identified Alexander McQueen and Rick Owens as two influences of mine in terms of their dark aesthetic and creative vision, which embraces unconventional ideas. I wanted my logo to reinforce the juxtaposition element of my personality by combining a structured, understated font with a scribbled doodle, which has become my brand signature. The minimalistic font represents my shy and quiet side, whereas the scribble denotes my individuality and creativity.
360 Campaign
My 360-campaign investigated the future of fashion and the gaps within it. I explored how new technologies and a new generation of consumers are changing and continue to change how luxury designer brands communicate and tell stories to stay relevant now and in the future. My 360-campaign concept aimed to re-introduce Gen Z to Alexander McQueen's legacy, clothing as an art form.
Furthermore, this aimed to give Gen Z new-found confidence to stand out from the crowd instead of blending in with it. My initial concept aimed to do this through wearable NFTs which is something my project has stood by. However, I have decided not to continue with my 360-degree image look book concept, as I want to push myself further outside my comofrt zone.
FMP statement My final major project highlights the emotional disconnect between luxury designer brands and Generation Z, a cohort that expects consumer-focused brand storytelling that puts emotional consumer benefits above everything (Langer, 2020). My project focuses on reinventing the emotion and extremity of Lee Alexander McQueen‘s showmanship with a contemporary tenderness that reaches this generation. Research shows that brands need to find alternative ways of storytelling to stay relevant now and in the future (Female Mag). Furthermore, my FMP looks at new forms of branding and communication within the luxury market, such as animation and 3D scanning. My concept juxtaposes human emotion with technology as a tool to expand the horizons for self-expression through wearable art (NFTs) in the physical world.
Showmanship: the purpose For Alexander McQueen, my concept is to connect with Gen Z emotionally as this generation craves a sense of purpose and connection to what is purchased. Furthermore, investing in metaverse branding and marketing techniques will give Alexander McQueen a contemporary currency within the luxury market. My concept aims to introduce a methodology for smaller brands to dabble in virtual reality without having significant financial input. Therefore, showing all the possibilities of how to brand and communicate things through animation, film and 3D scanning will be pivotal for brands moving forward in luxury's new landscape. My concept allows Gen Z to use wearable NFTs as a tool to express themselves more freely in the physical world, not just the digital world. My 360 campaign highlighted this generation feels more comfortable expressing themselves digitally rather than physically, and therefore introducing wearable NFTs as a form of self-expression could change the narrative. Finally, as Lee McQueen was a visionary CONNECTING WITH GEN Z EMOTIONALLY WEARABLE ART
Looking at new methods of marketing & communicating Luxury brands....
Animation: Gucci Hallucinations Animation definition – animation is a method in which figures are manipulated to appear as moving images.
Gucci Hallucinations is an example of a luxury designer brand showcasing its creative vision for the future through a series of surreal animated paintings that they created in collaboration with The Line animation studio. Gucci Hallucinations showcased the digital illustrations of painter Ignasi Monreal to promote Gucci's SS collection. Ignasi and The Line studio added subtle movement to the paintings that preserved the character while adding a layer of drama and surreality.
I have referenced this collaboration as a pivotal influence on my campaign for Alexander McQueen because it demonstrates how brands can use a range of techniques and skills to produce something highly creative and emotional without a big budget. This collaboration also shows the massive opportunity for brands to develop their digital skills in software like After Effects to future-proof their business.
Animation: Transition beyond the image
JW Anderson
3D Scanning The future of fashion is 3D printing & scanning… A fantastic method to capture objects into the computer or device using laser or structured light techniques.
Kev Stenning: 3D Artist / founder of Rapido 3D
How the technology has developed, covering white light, laser scanning and photogrammetry and the impact this will have on the future of fashion sculpture and everyday life.
• Rapido3D have collaborated with photographers Nick Knight, Daniel Sannwald and Solve Sundsbo to produce some amazing artwork animations and visual effects.
Kev Stenning: 3D Artist • Founder of Rapido3D – a 3D laser scanning and 3D object bureau. • Began working with laser scanning technology in 1995, initially for other practitioners, before establishing Rapido3D in 2000, due to his interest in burgeoning scanning technology and to meet fresh creative demands from the art, film and increasingly fashion industry. • Since establishing Rapido3D, he has worked with a variety of practitioners in these fields, shrinking and enlarging three-dimensional artworks, creating film props and sets, and working with fashion photographers and image makers to push the boundaries of three-dimensional imaging. • His work has mainly focussed on two-dimensional images but is increasingly moving into three-dimensional renderings from photographs. • Kev Stenning on the process of 3D scanning: ‘Everything is semi-contrived: you have a storyboard, you have a client, you have the project but using technology outside of its intended purpose and constantly pushing boundaries you‘re never sure what you‘ll end up with‘. • Rapido3D‘s clients include Nick Knight, Nike, BBC, Warner Bros, Lancôme Paris and has scanned models and celebs including Noami Campbell, Kate Moss, and Lady gaga. Motion pictures featuring Rapido3D‘s work include Charlie and the Chocolate Factory and the Harry Potter series.
Salvo Sundsbo: Fashion Photographer
‘Solve Sundsbo mixes 3D scanning and photography to celebrate fashion‘s post-lockdown collections‘- Alexander McQueen
Testing & Developing 3D scanning apps - metascan
Developing my 3D scans in After Effects
3D scanning app failed to detect arms
3D scanning an alien head I created for my project / reworking in Premiere Pro find video devlopments on my instagram page @Kristahelloncreative
Creative Process.... Sculpting (Craft) meets 3D scanning (technology) = JUXTAPOSITION
Developing 3D Scanning on After Effects
Testing a combination of Animation methods Photoshop > Prem Pro > After Effects
Early developments
Creating animations involved a lot of problem solving / alternating between software apps such as Photoshop to slightly change each frame and then to premiere pro / after effets to add depth.
Fram
Original photograph
Frame 1
Frame 2
Frame 2
Frame 3
Taking still frame‘s from photoshop into after effects
Testing Projection
Testing projection for my wearable NFT concept
Testing projection and film
Testing filters
Why animation? I chose animation to communicate my campaign for Alexander McQueen because I believe this perfectly captures the elements of drama and illusion McQueen consistently showcased in his designs and theatrical shows.
Creative Process Animation 1 / 3 - Inspired by McQueen's show titled No.13 - Iconic for its digital revolution - robots
Step 2. Photograph subject at different angles
Step one. Styling - a homage to McQueen's most memorable show 1. Iconic belt 2. Wired arms - a nod to McQueen's unvonventional models, as talked about in my 1-x1- McQueen research.
‘SHOWMANSHIP‘
Step 3 - Rework in Photoshop
Step 4. Capture hair moving at all angles to capture movement
So many still images to create one 10 second animation!
Take images into Premiere Pro to animate
Subtle movements
Step 8. Take animation into after effects for finishing touches - spray paint effect
Ambient sound effects
Step 9. Take animation back into premiere pro to add audio I wanted to use unfamiliar sound effects to leave the audinece with nothing but their own interpretations.
Animation 2/3 - Inspired by McQueen‘s show titled Plato‘s Atlantis - visionary - the first ever fashion show to be livestreamed! Step 1: Create an alien-esque head of course!
Create body on potoshop / digital styling
Animate frames / add background on premiere pro
ILLUSION Add ambient sound effects - wings flapping
Subtle movements
VISIONARY
Animation 3/3 - Inspired by McQueen's show titled The Horn of Plenty - Human element - RAW - Ugly _ emotion Finding beauty in everything
Step 1. Styling - taking inspiration from McQueens iconic duck feather dress
ICONIC CLOWN-ESQUE LIPS
Digitalising in photoshop - frame by frame RAW / UGLY / HUMAN! Smudges = imperfections
Animate in Premiere Pro - sound effect - beauting heart - suspense human element - dramatic - theatrical - all words that describe McQueen's vision. HUMAN HEARTBEAT
Final Concept - Wearable NFTs Communication method - projection
Campaign swingtag mock up for the collection
CONCLUSION As NFTs become increasingly popular for Gen Z to express their individuality and we are also seeing luxury brands like Dolce and Gabbana incorporating NFTs into their marketing strategies - I feel it would make creative sense that Lee McQueen would partner with an industry creative to be the first luxury brand to experiment with wearable NFTs. He has shown examples of innovation with ground-breaking technologies throughout his career, such as experimenting with Holograms, rebotics and being the first brand to livestream their catwalk show.
PLEASE SEE TO VISUAL CAMPAIGN BOOK
Introducing SHOWMANSHIP...