Stella McCartney Digital Advertising Campaign Brand Bible by Liv Harrould

CAMPAIGN BIBLE

A DIGITAL ADVERTISING CAMPAIGN FOR - STELLA MCCARTNEY

C R E AT E D BY L I V H A R R O U L D

CONTENTS

CONCEPT PROPOSAL

12 BRAND ANALYSIS

28 DIGITAL ADVERTISING TECHNIQUES

CAMPAIGN

EXECUTION

IDEOLOGY

150

104 ASSETS

166 7

A DIGITAL ADVERTISING CAMPAIGN FOR LUXE FASHION BRAND -

STELLA MCCARTNEY

Image Source: Stella McCartney 2018 Spring Summer Womens wear Collection

TO CREATE A PROMOTIONAL FILM FOR STELLA MCCARTNEYâ&#x20AC;&#x2122;S AUTUMN / WINTER 19 WOMENS WEAR COLLECTION WHICH HIGHLIGHTS THE BRANDS ON GOING COMMITMENTS TO SUSTAINABILITY

Image Source: Screen shot from Stella McCartneyâ&#x20AC;&#x2122;s Sustainability Mission Statement

CAMPAIGN PROPOSAL

A s pa r t o f S te l l a M c C a r t n e y â&#x20AC;&#x2122;s o n go i n g b ra n d co m m i t m e n t s to s u s ta i n a b i l i t y, t h e fo l l o w i n g c h a p te r i s a b rea k- d o w n o n t h e c h o s e n ca m pa i g n o v e r v i e w w h i c h s u p p l i e s t h e rea d e r w i t h a t h o ro u g h e xa m i n a t i o n o n t h e p ro p o s e d co n ce p t . W i t h a d eta i l e d e x p l a n a t i o n o n t h e ca m pa i g n a i m s a n d p u r p o s e s , t h e fo l l o w i n g pa g e s w i l l c l ea r l y o u t l i n e h o w I I n te n d to c rea te a d i g i ta l a d v e r t i s i n g ca m pa i g n fo r S te l l a M c C a r t n e y.

CAMPAIGN PROPOSAL: To create a 1/2 minute fashion film for Stella McCartney for the release of her new Autumn Winter 2019 womens wear collection which focuses on highlighting her on going brand commitments to - sustainability. The film short will encapsulate her brand value’s, identity and personality and specifically draw on the topic of sustainability in a light hearted manner. The purpose of this film is to educate any future consumer’s on her brand ethos and lead them to understand how “nothing has to suffer to be beautiful”. To follow on from her already used ways of promoting up-coming fashion campaigns, the film will feature on the main homepage to attract large volume’s of consumer’s. The film will run as a innovative digital advertising campaign that features on McCartney’s website and social platforms such as Instagram, Vimeo, Facebook, Pinterest and Youtube.

Image Source: Screen shot from Stella McCartneyâ&#x20AC;&#x2122;s Sustainability Mission Statement

TO C R E AT E A N A R R AT I V E LY D R I V E N A N D E M OT I O N A L LY C A PT I V AT I N G S H O R T F A S H I O N F I L M F O R S T E L L A M C C A R T N E Y, F O C U S I N G O N H E R O N G O I N G C O M M I T M E N T S T O S U S T A I N A B I L I T Y.

TO EDUCATE FUTURE CONSUMERS ON MCCARTNEYâ&#x20AC;&#x2122;S TRAITS AND BRAND I D E N T I T Y.

Image Source: Spring Summer 2018 Stella McCartney womens wear collection

TO EDUCATE CONSUMERS ON MCCARTNEY’S BRAND TRAITS

PROMOTE HER NEW AUTUMN / WINTER 2019 COLLECTION

GENERATE SALES

CAMPAIGN AIMS: By creating a film for luxe fashion brand - Stella McCartney that draws on her on going commitments with sustainability, the main purpose for this campaign is to educate future or existing consumers on her brand identity and ethos. By communicating these beliefs through the advertising genre - fashion film, the message will be easily digestible through the use of visuals and tap into a consumers mentality. By capturing the attention of these consumer’s, the film will also aim to promote Stella’s newest collection of 2019 womens wear clothing and generate future sales. Eager to use film as an effective way to convey McCartney’s principles, it will entail a humorous angle which exhibits the topic of sustainability.

EDUCATE CONSUMERS

GENERATE SALES

PROMOTE THE A/W 19 COLLECTION

ATTRACT NEW CUSTOMERS

MAIN FOCUS AREAS:

All images from Stella McCartney.com - Stellas World, Sustainable Category

CAMPAIGN PURPOSE: With the main intention being to educate new or already existing consumer’s on Stella’s brand identity and ethical commitments, the film will aim to outline her brand value’s but in a light hearted manner. Following on with McCartney’s history in creating humorous and comical fashion film’s, this video will follow a similar format in the way that she presents her sustainable principles. To the left is a ‘main focus’ break down diagram that I created to outline what I intend to convey throughout the film. With lasts years British market spending over £16.2 billion purchasing clothes online (mintel. com 2017), the video will run as a digital marketing campaign which features on Stella’s homepage to educate new/ existing customers and generate sales. Focusing my attention on creating a fashion film which showcases a strong use of narrative and emotional traits, the film will encapsulate different camera techniques, language and expression in order to convey sustainability and the growing importance of its effect in industry.

DIGITAL ADVERTISING CAMPAIGN

VISIBLE ON A VARIETY OF SOCIAL PLATFORMS

TO REACH LARGE CAPACITIES OF CONSUMERS

3 2

CREATE

CONVEY

COMMUNICATE

CREATE

COMMUNICATE

CONVEY

THE THREE C’S: In order to monitor the longevity and purpose of the campaign proposal it’s important that I think logically about how It will target Stella’s consumers and educate them with the films message. For this, I have created a ‘step to step’ guide overview that is presented on the left hand page which clearly outlines the three transitional phases for this project that I intend to take. In order to produce a strong message, it’s important that I firstly visit the section - ‘Create’. To tap into Stella’s consumers, its important that to present a visually impactful and engaging piece. In order to accomplish this, I will thrive to use a variety of professional filming equipment and powerful shot’s and backdrops to engage a viewer into the film. The second element that is important to cover and thoroughly

analyse is ‘convey’. With the aim being to produce a narratively driven and emotionally captivating visual piece, it’s important that the message and purpose are highlighted throughout this section. With using physical element’s such as script, facial expression and characters, the message will be identifiable and prominent within this area. The final area to cover is ‘communicate’. Eager to highlight how appropriate moving image and film has become in the fashion industry for delivering and conveying messages, its important that I chose the visuals wisely to communicate particular messages. In a bid to also show just how effective visuals can be in educating a consumers, it’s important that I use these three c’s whilst executing my film.

Image Source: Screen Shot - Stella McCartney Sustainable Mission Statement Film

“FASHION FILMS ARE BECOMING A MORE COMMON ACCOMPANIMENT TO A CAMPAIGN” N O TJ U S TA L A B E L

THE FILM LOGISTICS:

With the digital world playing a vital role in the way that brands advertise and promote themselves to their consumers, short films and moving image has seemed to become an increasingly great way to showcase these techniques. With over 96% of American’s shopping online as opposed to 65% in store (cpcstrategy 2017), this clearly indicates to how important it is for brands to market themselves both efficiently and effectively digitally. With an average 2.62 billion active people in the world using social media on a daily basis according to statistia.com’s analytics, marketing yourself affectively could not be more important. With opting to display Stella McCartney’s brand ethos and principles throughout the visual format - film, I need to make sure that all area’s are easily digestible and captivating.

In extension to the digital advertising campaign featuring on McCartney’s website and specifically landing home page, it will also feature across other social platforms such as Youtube which attracts over 5 billion views per day. By using a variety of film techniques ranging from effects to changeable lenses, the film will act as an tool to spark emotional connection. With a background in Stella McCartney using film as a way to promote her latest clothing, this film will have a deeper meaning embedded within it - one that goes deeper than the clothing itself. With both techniques: narrative and emotion being the most prominent features throughout this fashion film, I will aim to educate her consumers as well as displaying aesthetically beautiful clothing which has desirable clothing purposes.

THE FILM BREAKDOWN:

1/2 MINUTES LONG

V E R B A L LY N A R R AT E D (SCRIPT)

V I S U A L LY COMPELLING

Image Sources: All images from Stella McCartney.com

1/2 MINUTES LONG Aiming to keep the video no longer than 1/2 minutes long, Its important that I am able to fulfill the film’s aim within this small time frame. Eager for the film to stick well within the 2 minutes mark due to consumers attention spans being fairly short and existing promotional purposes, I need to work effectively to cover all angles efficiently. With it featuring on multiple platforms such as Youtube, Vimeo and Instagram - Ideally I would like it to be no longer than 1 minute so it’s able to be published in one sitting however, due to a variety of content this may be hard to achieve.

V E R B A L LY N A R R AT E D In order to convey a strong message throughout the duration of the fashion short, a script will be used as a way to verbally express Stella’s commitments to her consumers. By using a comical script, it will be used in extension to her already existing film techniques however, implementing a different narrative. By also using a verbal script, the campaign message will be easily readable to large quantities of people as well as clearly outlining Stella’s Sustainable principles in a light hearted manner.

V I S U A L LY CO M P E L L I N G To make sure that the film is both narratively captivating and aesthetically pleasing, the short film will use a variety of different backdrops and locations to show how sustainable fashion is beautiful and should be a part of our everyday lives. Also eager to outline how Sustainable fashion can look and feel just as luxurious and aesthetically pleasing as leather, the film will aim to capture the clothing in a stylish and contemporary light.

Image Source: Stella McCartney - Unknown

THE CUSTOMER

THE BRAND TO EDUCATE CONSUMERS

TO BECOME AWARE OF

ON MCCARTNEY’S SUSTAINABLE

MCCARTNEY’S LONG LASTING

PRINCIPLES

COMMITMENTS

THE FASHION FILM FORMAT

With the films main intention being to educate Stella McCartney’s future or already existing consumers on her ethical and sustainable traits, its important for the campaign to benefit both the brand and the customer. With the brand hoping to educate consumers on their ethical and sustainable values, the fashion film will aim to entertain and engage the viewer by addressing their commitments in a light hearted mannerism. With the most important element of any digital advertising campaign being to successfully engage a customer, the film will include a variety of different compelling content. The hope for this specific campaign is for the customer to become aware of McCartney’s long lasting commitments to sustainability and want to buy items from their latest womens wear collection.

Image Source: Screen Shot - Stella McCartney Sustainable Mission Statement Film

B RA N D A N A LYS I S

T h e p u r p o s e o f t h i s c h a p te r i s to t h o ro u g h l y a n a l yze t h e l u x u r y fa s h i o n h o u s e - S te l l a M c C a r t n e y a n d d ra w o n t h e i r B ra n d I d e n t i t y, E t h o s , P r i n c i p l e s a n d C o m m i t m e n t s to u n d e rs ta n d t h e i r p o s i t i o n w i t h i n t h e fa s h i o n i n d u s t r y. By e x t ra c t i n g d a ta f ro m t h e b ra n d p re s e n ce b o t h d i g i ta l l y a n d p h y s i ca l l y, t h i s c h a p te r a i m s to s u p p l y a rea d e r w i t h a t h o ro u g h e r e xa m i n a t i o n o n t h e i r b ra n d p r i n c i p l e s - w i t h a pa r t i c u l a r fo c u s o n d i s co v e r i n g p ro m o t i o n a l o p p o r t u n i t i e s fo r t h e fu t u re .

SYNOPSIS:

British born fashion designer - Stella McCartney, best known for her prestigious family name, has worked in the fashion industry for over two decades. Growing up with an animal rights activist mother - Linda McCartney and musical legend from the Beatles - Paul McCartney, Stella enjoyed a very privileged and creative up-bringing which is visible today throughout her clothing label - Stella McCartney. Thirsty from a young age of 13 to explore the world of fashion, Stella firstly began experimenting and creating her own clothing and garments from home before completing an art foundation at Ravensbourne College. Gaining experience working for designer - Christian Lactoix, Stella decided to continue her quest in studying fashion and studied a BA Hons degree at Central St Martins in London.

Graduating from St Martins, McCartney shadowed Savile Row’s tailor Edward Sexton who taught her the trick of the trade about craftsmanship and how to create professionally standard garments. Spending the following year’s working for luxe fashion house - Chloe as their appointed creative director, McCartney decided to go separate ways and peruse her ambition in creating her own independent label. Stella McCartney now operates in 51 freestanding stores around the globe ranging from locations such as Manhattan’s Soho to London’s Mayfair and Hollywood and is distributed in 77 countries through 863 doors including department stores. The key to her success may be arguable however, her attention to fore fronting sustainability as her main quest throughout her brand is effortless.

Image Source: Stella McCartney - Unknown

GRADUATED FROM

BECOME CREATIVE

FOUNDED HER OWN

CENRTAL ST MARTINS

DIRECTOR FOR - CHLOE

COMPANY

BRAND TIMELINE

STELLA MCCARTNEY

2001

LAUNCH OF STELLA MCCARTNEY

2005

2007

LAUNCHED

WOMAN OF THE YEAR

SKIN

2009

CARE

BY STELLA - 100% ORGANIC RANGE

WOMAN OF THE YEAR

HONOURED BY THE NATURAL RESOURCES AND DEFENSE COUNCIL - NEW YORK

-ORGANIC STYLE BEST DESIGNERS OF STELLA FOR H&M SELLS

THE YEAR - THE ELLE

OUT WORLDWIDE IN

STYLE AWARDS

RECORD TIME

NAME WOMAN OF THE YEAR - GLAMOUR MAGAZINE

BEST DESIGNERS OF THE YEAR - THE BRITISH AWARDS

LAUNCHED 2 SEASON COLLABORATION COLLECTIONS OF STELLA KIDS / GAP LAUNCHED MEAT FREE MONDAY AN AWARENESS CAMPAIGN IN THE UK

2012

2014

2016

2017

BRITISH DESIGNER OF

DESIGNED EXCLUSIVE

ALL VISCOSE USED IN

PRESENTED WITH

THE YEAR -

LINGERIE SET FOR

STELLA MCCARTNEY

SPECIAL RECOGNITION

HARPERS BAAZAR

BREAST CANCER

PRODUCTS IS

AWARD FOR

WOMEN OF

AWARENESS MONTH

SUSTAINABLE

INNOVATION AT THE

THE YEAR AWARDS BRAND AND DESIGNER OF THE YEAR AWARD BRITISH FASHION COUNCIL

FASHION AWARDS LAUNCHED A

LAUNCHED FIRST

CAMPAIGN TO RAISE

COMPLETE SWIM

AWARENESS ON

COLLECTION

INTERNATIONAL DAY

COMBINING STYLE WITH

FOR VIOLENCE

FUNCTIONALITY

AGAINST WOMEN HONORARY FELLOWSHIP FROM THE UNIVERSITY OF THE ARTS LONDON- FUNDING ETHICAL STABILITY

LAUNCH OF THE CLEVER CARE INITIATIVE, RESPONSIBLE FOR CARING FOR THE ENVIRONMENT

ALL IMAGES ARE OWNED BY STELLA MCCARTNEY

BRAND OVERVIEW: Launching her own fashion house back in 2001 in a joint partnership with Kering, splitting the venture by 50/50, McCartneyâ&#x20AC;&#x2122;s label is committed to delivering sustainably sourced, cruelty free and vegan clothing for mens, kids and women. Renowned for her clean eye, tailored and feminine edge, Stellaâ&#x20AC;&#x2122;s brand demonstrates a variety of classic and mature clothing with a modern twist. In extension to her clean aesthetic, McCartney has ventured into creating fragrances and sports performance wear and has collaborated with some of the worlds leading sports brands such as Adidas. With a passion for delivering high quality products that are entirely sustainably sourced, Stella works confidently to challenge the fashion industry and make influential changes.

SECTIONS

KIDS

WOMAN

MAN

BRAND AESTHETIC: With Stella McCartney’s designs being veered towards creating a luxury, tailored and clean aesthetic, its her responsibility throughout the production process that is truly admirable. With every well executed and functional item, comes an impressive background story in the way it was made. Working alongside a substantial amount of sustainably led textile companies, Stella works collaboratively to deliver and provide conscious customers with great alternatives with clothing that doesn’t harm the environment. To the right is three of Stella’s unique selling points which are visible both in store and Online her website. By attracting those with a taste in timeless and classical clothing, she later educates them with her sustainable principles when they look at the care label and purchase tag. Her clean and tailored aesthetic continues online her website and social channels, where her content follows a similar aesthetic and colour scheme to her latest season collections of clothing.

MAKE A DIFFERENCE IN THE WAY THAT A CONSUMER BUYS FASHION

PROVIDE CONSCIOUS CUSTOMERS WITH A LT E R N A T I V E C L O T H I N G SOLUTIONS

TAKE RESPONSIBILITY IN THE WAY THAT CONSUMERS ENGAGE WITH ECO F R I E N D LY FA S H I O N

TAILORED

TIMELESS

SUSTAINABLE CLEAN

FUNCTIONAL

STELLA MCCARTNEYâ&#x20AC;&#x2122;S 6 LAYER ETHOS

INNOVATIVE

TIMELESS

FUNCTIONAL

CONTEMPORARY

RESPONSIBLE

CONSCIOUS

BRAND VALUES:

To the left I have constructed an ethos diagram, which outlines McCartney’s main brand values. Thriving to remain responsible throughout the brands production process, McCartney works thoroughly to make sure that everything is executed flawless. By focusing their attention on supplying a consumers with sustainably sourced clothing, they work hard to provide the best quality and price possible.

By creating seasonal collections of clothing, McCartney thrives on being contemporary. With a world wide online shop and 51 and growing physical stores, it’s important that Stella stays up to date with the latest styles and trends as well as catering to her target audience’s wants. By basing each collection off of a season, McCartney use different techniques to create a diverse range of garments

Another strong brand value is functionality. By being one of the only completely cruelty free and sustainably sourced fashion brands in the world, Its important that her garments mimic those of real leather and ‘stronger’ materials that are used in other areas of the industry.

Thriving on presenting their consumers with alternative clothing substitutes, McCartney are extremely innovative. By working with numerous ethical led textile companies, they focus on spearheading the latest technology and creating strong, long lasting products.

G NO CH

Y S OU

TR DUS E IN

AND CLASSIC C LOT H I N G M A D E E N T I R E LY FROM SUSTAINABLE

OD GO

Y IT

TO CR

T 40

DE S

BRAND ACTIONS

BRAND PERSONALITY

BRAND ESSENCE

EN G

D AN

HA T C H

R FO

N TS

S M

MATERIALS

Y STA N D A R D G A R M E

H FOLLOW G WHIC S TH E

W I T H S U STA I N A B ADE L

HIN

TAILORED, TIMELESS

TE S

NKIN

THI RD

G CLOTHING USING IN NO V

IVE

ARY

S LE

M AT

S, CONTEMPO ERIAL R

ONSUMERS ON EN VIRO AT E C

E AT

AL RI

C EDU

BRAND IDENTITY

With Stella’s intentions for her brand ethos and identity being rich ever since the launch of her label back in 1999 to present day, the company has been working over the years to refine their technology. With the essence of their brand being to create timeless, tailored and classic clothing made entirely from sustainably sourced materials, they have worked over the years alongside other innovative design companies and firms to provide their customers with the strongest, most durable and eco friendly garments. In extension to their main ethos, they also thrive to provide their customers with the latest trends and styles following on from the latest seasonal collections and fashion weeks. Drawing inspiration from all things eco friendly, cruelty free and sustainable, McCartney’s company trial and test all of their garments through a refined production process which eliminates any unnecessary use of material or water. Although the companies reasoning

are already obvious, they are highlighted throughout their brand actions which are the following: To create forward thinking fashion using innovative technology and materials, educate consumers on environmentally led principles and produce industry standard clothing that challenges the environment. In a bid to create a digital advertising campaign for Stella McCartney and specifically a fashion film that will feature online her social channels to promote her sustainable principles, it’s extremely important that I’m well acquainted with the companies brand values and actions. In response to McCartney’s extremely strong brand values, interestingly they are not strongly visible on her website and Instagram. With the landing home page usually only exhibiting the latest collections and ‘whats hot now’ products, you only really access her brand commitments through a small tap through on category ‘Stellas world’.

MISSION STATEMENT

RESPONSIBLE

MODERN

To highlight Stella’s ethos and brand commitments, online her website located under category ‘Stella’s World’ a viewer has the opportunity to learn about their Mission Statement, Respect for animals and circular solutions in thorough detail. Launched as an additional category alongside her sections: mens, womens, kids, sports, bags and shoes, you will find ‘Stella’s world’ which can access from her main homepage. The category which was released - winter 2018 clearly outlines their brand values, ethos and commitments alongside a detailed selection of imagery and films. As stated on their website, McCartney thrives on being the ‘agents of change, who challenge and push boundaries to make luxurious products in a way that is fit for the world we live in today’.

PIONEERING

With limited supported text, the brand leaves little to the imagination other than educating their consumers through the use of moving image. With each commitment featuring a 2 minute short video that outlines their responsibilities, the film is used to amalgamate each element together and supply the reader with a detailed explanation of their actions. By using a strong use of visuals which highlights the purity of nature and its environments, it acts as an extremely attractive way of tailoring their principles and making them look effortless, clean and fluid. With Stella aiming to appear: responsible, modern and pioneering to her consumers, her sub section of ‘mission statement’ does a good job on showcasing these.

Image Source: Screen Shot - Stella McCartney Sustainable Mission Statement Film

“ W E A R E A G E N T S O F C H A N G E ” - STELLA MCCARTNEY

Image Source: Stella McCartney Womenswear - Unknown.

MID TO LUXURY MARKET PRICE POINT

23 - 50+ YEARS OLD

ADMIRES SOPHISTICATED, CLASSIC AND TAILORED GOODS

Q U A L I T Y O V E R Q U A N T I T Y. ENJOYS SPENDING MONEY ON HIGH QUALITY GARMENTS

CONSUMER BASE: Focusing on producing a digital film campaign for Stella McCartney that draws on her sustainable principles, I also want to encapsulate her latest womens wear collection of clothing into the film that acts as a tool for educating her consumers and generating sales. To understand the type of target audience I will be appealing to, Its important that I analyze Stella’s biggest consumer base and purchasers. To the left, I have created a drop down list of the four main things that I deem to make up a ‘typical’ Stella consumer. With every produced garment being minimal and chic, Stella definitely appeals to an age range between 23 - 50+ year olds who admire sophisticated, classic and tailored goods. With a rich history in craftsmanship and innovation behind every item produced, the consumer ideally admires good quality garments and with an aspiration to own fewer durable and long lasting goods as opposed more poorer quality items. With the price point sitting in the mid market to luxury market region, her brand attracts a customer with a fair budget.

TA R G E T ST E L L A’ S L A R G E ST CONSUMER AUDIENCE

A CONSUMER WHO R E S P E CTS C R A F T M A N S H I P

ALL IAMGES ARE OWNED BY LIV HARROULD

PRIMARY RESEARCH

CONDUCTING PRIMARY RESEARCH

BUZZWORDS:

To understand Stella McCartneyâ&#x20AC;&#x2122;s brand identity and aesthetic, I traveled down to London to take some visual recordings of her store layout and brand presence. Although I will be creating a digital advertising campaign, itâ&#x20AC;&#x2122;s important to monitor both her physical and digital aspects which are conveyed in her stores. By monitoring the visual merchandising, branding and store layout, I was able to identify their signature style and how it equates to her online space. To the left are four images that I took whilst visiting her London Mayfair store located near regent street. As you can see with the images supplied on the left hand side, they all appear to be neatly proportioned into square or rectangular shapes and displayed in a precise order which is precise and clinical. With a common colour theme present throughout all images, its important to recognize how well thought out and established her stores look in collation to her presence and online space.

TA I LO R E D

MUTED

CLINICAL

TIMELESS

MODERN

CLASSIC

CONTEMPORARY

CONSCIOUS S O P H I ST I C AT E D

MINDFUL

INFLUENTIAL

PASSIONATE

BRAND CHARACTERISTICS For many pioneering fashion designers, they focus on releasing the newest and most innovative creative design each season however for Stella McCartney it’s more about the brands simplicity which attracts a customer. By observing the brand’s inherent passion for creating sustainably led garments, the characteristics shine through each garment produced, the first being ‘Mindful’. With fashion being one of the most catastrophic industries in the world for polluting our land, Stella remains mindful in the ways that she approaches the topic - sustainability throughout her brand. Focusing their attention on seeking the most professional and trust worthy solutions for suppling her consumers with high quality standard goods, the brands passion is at the very heart of their production process.

PASSIONATE

MINDFUL

INFLUENTIAL

KEY CHARACTERISTICS

THREE STAGE PROCESS

‘ O N LY 1 % O F C LO T H I N G I S R E C Y C L E D WHAT ARE WE DOING?’ THE GUARDIAN - APRIL 2018

To understand the importance of educating Stella’s consumers on her brand ethos and principles, an article published by The Guardian early May 2018 written by Jess Cartner Morley, clearly outlines her enthusiasm and passion for making an impact on the fashion industry . With the title called ‘Only 1% of clothing is recycled, what are we doing’ the article is veered towards outlining the issue’s that face in today’s society and how we as consumers all play a vital role in making a difference moving forward. Also highlighting the activists ways of channeling her brand messages to be obtained by those with little or hardly any interest in sustainability at all, Stella explains how she constantly tries original and fresh approaches in the way she communicates the topic. Talking about one of her latest

advertising campaigns that was shot at a landfill site, with models standing on the top of a rubbish pile, she explained how “I shot my last ad campaign in a landfill sit for a reason, to make a point... my messaging is not the kind that is going to make you panic or feeling rubbish about yourself or not sleep at night, because i don’t think that achieves much”. With little interest in selling fashion which showcases sustainable colour ways such as green and brown, her approach is minimal, luxury and minimalistic and definitely does not look nor feel environmentally friendly. In the luxury market business, she follows a similar aesthetic to her competitors such as Gucci, however - without harming the environment in any way shape or form.

Image Source: Screen Shot - Stella McCartney Sustainable Mission Statement Film

“ MY MESSAGING IS NOT THE KIND THAT IS GOING TO MAKE YOU PA N I C O R F E E L R U B B I S H A B O U T Y O U R S E L F. . . B E C A U S E I D O N ’ T T H I N K I T A C H I E V E S M U C H ” STELLA MCCARTNEY

RESPECT FOR PEOPLE

A I N A B

L Y

S U

CIRCULAR PROBLEMS

RESPECT FOR NATURE S

T E L L A

RESPECT FOR ANIMALS

CIRCULARITY

FUR FREE FUR

E T H I C A L LY S O U R C E D M AT E R I A LS

SOCIAL RESPONSIBILITY

THE BRANDS SUSTAINABLE PRINCIPLES To showcase McCartney’s efforts in remaining entirely sustainable throughout her brand, you can learn about it all online her website under category ‘Stella’s World’. Eager for their whole system to ooze innovation and originality, its broken down into four digestible categories which are labeled the following: Respect for people, respect for nature, respect for animals and circular problems. The first - ‘Respect for people’, follows the positive relationship that her workers have with the brand through the supply chain and receiving a fair wage. Her second category ‘Respect for Nature’ focuses solely on supplying ethically sourced material such as viscose from protected forests and areas of land. To make sure that its completely sustainable, they work closely with managed land owners and people to ensure 100% effectivity. Thirdly - To respect and protect animals by working with them to make greater alternatives that doesn’t harm them in the process. By supplying consumers with fur free fur coats, the brand are responsible for using innovative technology to offer alternatives to properties which practice on animals. Finally, to remain ‘Circular’ - the brand focuses it’s efforts on regenerating and re-imagining the fashion industry for the future of sustainability and making positive impacts for the years to come.

STELLA MCCARTNEY’S BRAND MESSAGE

With Stella McCartney’s brand being 100% sustainable, her brand message is some what already clear - To care for the environment and create ethically sourced and beautiful clothing, however Whats most interesting about the way that McCartney communicates her brand message to her consumers is the way she choses to advertise it. Where in the past the ‘sustainable fashion industry’ has often been ridiculed for it’s serious and stern nature, which often tries to shock viewers by showing them alarming videos, Stella avoids this tactic and offers more of an approachable and light hearted manifestation. By regularly taking to Instagram and youtube to show off her latest collections or mission statements, she opts to engage a consumer with her use of humor and tongue and cheek style attitude.

A good example of this is when she posted a series of short 0.35 second videos on Youtube which told her consumers about how to care for their Stella McCartney garments and accessories. By using a retro style filter, comical music (that you’d find on QVC) and a variety of old camera techniques, it was extremely amusing and fulfilling to watch. By thriving to keep her consumers entertained with the subject - sustainability, her approach mechanism’s seem to be effective in captivating a consumers attention. To the right is a break down brand overview diagram which highlights McCartney’s main mission statement alongside her brand commitments and personality traits. To understand how her brand operates successfully, it’s important to be able to distinguish what makes it effective.

M I S S I O N STAT E M E N T

LUXURY SUSTAINABLE FASHION

B R A N D CO M M I T M E N TS

S U P P LY CO N S U M E R S W I T H E N V I R O N -

EDUCATE CONSUMERS

M E N TA L LY S O U R C E D G O O D S

ON ETHICAL VALUES AND TRAITS

BRAND PERSONALITY

HUMOROUS, LIGHT

RESPONSIBLE, HONEST

APPROACHABLE,

HEARTED AND COMICAL

AND MODERN

INNOVATIVE AND

B R A N D CO M M U N I C AT I O N

SOCIAL PRESENCE

WEBSITE AND

YOUTUBE / INSTAGRAM ETC

STORES

Image Source: Screen Shot - Stella McCartney film - Viscose Film

LUXURY EXPERIENCE

HUMOROUS NATURE

TONE OF VOICE

To understand the way that Stella McCartney communicates her brand presence with consumers, its important to understand her tone of voice. With her brand being saturated within the luxury market alongside designer brands such as Gucci and Louis Vuitton, its important that her voice is heard just as loudly against her competitors. Opting for a fairly different approach in the way that she advertises and promotes her products, she seems to balance two elements - luxury and humor as a way engage her consumers. By using these elements to win over a consumers attention, she can then introduce her unique selling point - sustainability, by educating them on her ethical principles. With McCartney offering a unique tone of voice compared to her competitors, it has landed her many opportunities in the fashion industry for promoting her clothing with undergoing various interviews, talks and presentations.

Image Source: Screen Shot - Stella McCartney Sustainable Mission Statement Film

DIGITAL ADVERTISING & PROMOTIONAL VALUES

In order to create a digital advertising campaign for Stella McCartney that focuses on promoting her sustainable principles, it’s important that I explore the world of digital - promotional and advertising techniques in order to convey an impactful message. By carefully monitoring the longevity of advertising digitally alongside supported statics’s and relevant article’s, this chapter aims to draw on the most impactful ways to advertise a campaign through the visual form and communicate important issues / messages with large audiences of consumers. With the focus being to educate Stella’s existing or future consumers on her sustainable traits, this chapter will aim to supply the reader with an in-depth brand overview of Stella McCartney and future appropriate advertising possibilities.

Image Source: Stella McCartney store - Unknown

DIGITAL PROMOTION AND ADVERTISING OVERVIEW

With a rise in technology, social media and consumers shopping online, promoting and advertising digitally has become a necessity in the way that a fashion brands market themselves effectively with their consumers. With over 96% of Americans shopping online (CPCstrategy.com 2017), the fashion industry are constantly thriving to keep themselves as current, original and relateable as possible against their competitors, pushing them to try new innovative ways of advertising. With the fashion industry renowned for its inevitably fast nature, this chapter will explore the best ways to communicate and convey strong messages with its consumers and particularly focus on the new medium - fashion film and the role it plays in conveying strong messages and ideas.

DIGITAL PROMOTION:

THE FACTS

There are multiple ways that a Brand can chose to advertise or promote themselves digitally. Going against some of the more traditional ways of advertising such as: Billboards, Print Media and leaflets, the fashion industry has recently employed digital marketing as one of its main avenues. Due to technological advancements in the last 20 years or so, companies have been working to remain digitally savvy in the way that they communicate with their consumer on a daily basis. With the globe expected to entertain an extravagant 3.02 billion monthly active social media users by 2021, (statista.com 2017) its clear to highlight how important it is for a Brand to adopt a strong social presence online. With the digital world constantly developing it’s variety of platforms, there are multiple ways that a brand can engage with its customers. To the right is a ‘digital content’ diagram that I constructed to showcase the different platforms that one can digitally advertise on. As you can see, the content is varied and includes platforms such as film, pod-casts and surveys.

AN ESTIMATED 3.02 BILLION M O N T H LY ACT I V E S O C I A L M E D I A USERS ARE SET TO BE ONLINE BY 2021

DIGITAL BANNER AD REVENUE IS EXPECTED TO GROW $2.1 BILLION DOLLARS FROM 2018 TO 2022

DIGITAL CONTENT

VIDEOS

GIFS

BLOGS

PODCASTS

APPS

INSTAGRAM

SURVEYS IMAGES

YOUTUBE

FASHION FILM

INTERACTIVE CONTENT

SOCIAL MEDIA ASSETS

APPS

All images from Stella McCartney.com - Stellas World, Sustainable Category

E A S I LY A CC E S S I B L E

REACHES LARGE

V I S U A L LY

AUDIENCES

ENGAGING

THE GROWING DIGITAL MEDIUMS: In recent years there seem to be some particular digital elements that are performing greater than others. This is evident by analyzing a wide variety of fashion brands current campaigns and their chosen advertorial and promotional techniques. To the left is a visual diagram that highlights the four areas that seem to be performing exceptionally well, these being: Interactive Content, Fashion Film, Social Media Assets and Apps. With the fashion industry known for conveying its content through the visual form, these four area’s work in great response to their online presences. In most recent years, there’s been a noticeable shift in companies promoting their newest collections through the visual genre - fashion film. With Youtube’s average monthly views at a staggering 1 billion (statistia.com 2017), it is clear to see that it’s an undeniably great tool for fashion companies to adopt. Both high street retailers and luxury fashion brands such as H&M and Gucci seem to work on a weekly basis to upload content to Youtube and engage viewers with their aesthetically beautiful masterpieces.

W H AT I S FAS H I O N F I L M ?

FASHION FILM

With the fashion industry constantly hungry to adopt ‘the newest and best thing’, many have begun exploring the genre fashion film. With more and more brands adopting it as one of their main advertorial assets, it seems to be proving a success amongst its consumers. According to a consumer study from market research Gfk, 59 million adults aged 13 to 34 watch original digital films online each month, which makes it the ideal platform for the fashion industry to play with. As a platform that seems to be growing at a steady pace, the last couple of years have seen fashion brands such as H&M exploring more creative and narratively driven pieces and have even employed prestigious film directors such as Baz Lurhman, best known for his films such as - Romeo and Juliet to direct H&M’s latest global collaboration with luxury designer

brand Erdem. With film being a great way to promote a brands newest season of clothing, it can also be shown and shared on multiple platforms such as vimeo, instagram and facebook which have the ability to be consumed 24 hours a day. Acknowledging it’s success, there are now various Fashion Film festival’s exhibited around the world which showcase some of the industries most creative art pieces. Companies have also even begun hiring - Fashion film directors and work closely with independent specialists such as Kathryn Ferguson to create captivating moving imagery. Living in a day and age where we engage with technology more than once a day, it has made fashion film all the more desirable and relateable. Especially with their being so much still imagery produced by fashion brands, moving image stands out from the rest.

Image Source: Stella McCartney Optical art

Image Source: Stella McCartney Summer Campaign - 2018

FASHION FILM CHARACTERISTICS

CLOTHING

ARTISTIC

ART DIRECTION

SOUND

FASHION FILM CHARACTERISTICS

Although there are many different elements that make up a fashion film, there is one characteristics in particular that they all share in common.. this being: The Clothing. In order to engage a consumer in your art piece, it’s important that the primary focus is on the clothing and making it as desirable as possible. Where adverts have always worked to make a consumer desire the item, a fashion film aims to do the same however, encapsulates it in a more artistic manner with resonates with the viewer. With the genre mostly being shown on youtube, instagram and other social media platforms, it has allowed brands to as experimental an possible as their are no limits to what they need to produce. Alongside the main stimulus being the clothing, a fashion film usually also consists of music, script and art direction. Where some brands

enjoy to create whole set’s for their film short, others opt for a more simplistic and stylistic approach. Challenging the norms of more ‘traditional’ fashion films, brands such as H&M have stepped away from look book style content and moved towards creating a more narratively driven and emotionally captivating piece to engage with their consumers.

A MOVING LOOKBOOK

CREATIVE FILM

MOVING EDITORIAL

THE THREE FASHION FILM CATEGORIES

Fashion film can roughly be divided into three separate categories: The moving look book, moving editorial and creative film. The moving lookbook, which is perhaps one of the most demonstrative film examples used in the fashion industry until most recent years, simply captures a particular season collection of clothing. The second a - ‘moving editorial’ focuses more towards representing a brands identity in an artistic and editorial context. A good example of this, is when Kate Moss teamed up with Top-shop for their Spring Summer 2010 collection and interacted with the camera whilst showcasing their latest collection of clothing. Thirdly ‘the creative’ film, is a more intricate, artistic and sometimes narratively-driven one of the three. Known for being the most distinctive genre of fashion film, it challenges the film norms by entailing a variety of artistic approaches. Nick Knight is a great example of somebody who specializes in this particular genre. With a distinctive stylistic approach, Nick focuses on conveying a brand story or message through the use of music, movement and clothing. Associated with becoming the most ‘prevalent’ in contemporary fashion promotion according to Dennis Maloney’s book ‘Fashion Promotion in Practice’, it seems to successfully reflect a brands ethos and mood .

72 WHENEVER, WHERE EVER

CAN BE CONSUMED

MEMORABLE CONTENT

SALES AND MAKE

GOOD WAY TO DRIVE

IDENTITY

CONSUMERS ON A BRAND

A GOOD WAY TO EDUCATE

ATTRACT CUSTOMERS

A GOOD WAY TO

CAN BE ACCESSED

ITS FREE TO ACCESS

G LO B A L LY

AND ENJOY

IT HAS AN INFINITE

CAN BE FOUND ON A

LIFE SPAN

VARIETY OF DIFFERENT PLATFORMS

FASHION FILM PERKS Producing a fashion film and using it as a way to attract consumers to a brand, has many great benefits. Where more traditional advertising techniques were employed to educate a consumer on the brand’s - identity, ideas and concepts, these have in some ways been replaced by the digital medium. With film being obtained digitally, it allows a consumer to regularly stay up to date with the brand’s movement, this includes: product launches, collaborations and sales. Not only can it be accessed and reached globally but it is also completely free. Whether you are on the tube, train or walking by foot, you can access and watch film anytime and anywhere. It also has an infinite life span which is great for people whom may of missed the launch of a new product etc. With it’s already many perks, it most importantly can be found on a variety of different platforms such as Instagram, Twitter, Youtube, Vimeo and Facebook which works extremely well for targeting new consumers.

Image Source: Burberry - The Tale of Thomas Burberry

“FASHION FILMS BECOMING MORE POPULAR AS A MEDIUM FOR CONNECTING WITH CONSUMERS” FASHIONUNITED 2017

TO BUY TO INSPIRE

CONSUMER CONNECTIVITY TO ASPIRE

With fashion film proving a successful medium for communicating ideas, messages and concepts to consumers, there are many great benefits that both the brand and viewer gain. To the right is a selection of 7 elements that the consumers benefits from engaging with a film. As you can see from the diagram, a viewer can not only learn about a brands message, principles or ethos but also, aspire and desire to buy a product from them. Where more traditional advertising techniques have been employed in the past to help secure sales, it seems by featuring multiple elements such as narrative, music, emotion, characters, clothing and script , it can help in the way that a consumer connects with a brand. With the mission being to create a digital film advertising campaign for Stella McCartney, itâ&#x20AC;&#x2122;s important to be aware of all the elementâ&#x20AC;&#x2122;s I can entail to convey a strong and visually captivating piece.

WHAT A

EDUCATE

CONSUMER GAINS

TO ENGAGE

TO DESIRE TO WANT

IMAGERY

FILM /

54,000 LIKES

596,000 VIEWS

FASHION FILM STATISTICS

To outweigh just how effective promotional fashion films are, I wanted to analyze the Erdem x H&M’s campaigns exposure on H&M’s social media accounts. This involved monitoring their Youtube & instagram pages. Interestingly, compared to their still imagery, which on average get an around 50,000 likes, their video’s (which on instragram highlight the views, not the likes) shows that 596,000 people had watched the film. Whatever it’s reasoning is for this, it proves one thing: that it’s being watched by hundreds of thousands of people. Their short promotional film that is featured on Youtube has received over 7.78 million hits, which seems to suggest that they are sparking consumers interests. Cleverly, by launching this video a few days before the clothing went live online and instore, Im sure they attracted the likely hood of lots of new customers. Image source: Scren Shot / H&M Instagram

7.8 MILLION VIEWS 15,000 THUMBS UP PROMOTIONAL FASHION FILM

THE EVOLUTION OF FASHION FILM

With the Internet housing many articles written about the genre - fashion film, itâ&#x20AC;&#x2122;s obvious that the medium has been developing its use of techniques over the last 10 years. Where Moving look bookâ&#x20AC;&#x2122;s were employed as one of the initial ways to promote a companies clothing through the use of moving image, it seems that due to popularity and brands adopting this as one of their main advertising techniques, it soon evolved into another type of film. Creative Editorial - which a majority of brands now use to promote their latest collections of clothing, is used in response to user generated content. They include a wider variety of techniques ranging from celebrity endorsement and specifically curated music.

However, in most recent years, the fashion industry has seen a rise in Narratively driven content being produced. With globally leading fast fashion brands such as H&M employing Wes Anderson to create their 2017 Christmas campaign film, it seems these prestigious film directors who have a background in creating strong story line films are being employed to do the same for fashion brands. To continue my interest in the genre, I would like to begin analysing specifically, why fashion brands are turning their heads towards creating more narratively driven curated content now and what is it that will make a consumer engage with it more so over other types of moving image.

THE PROGRESSION

MOVING LOOK BOOKS

CREATIVE EDITORIALS

STORY TELLING FILM SHORTS

‘FASHION FILMS: THE NEXT STEP IN BRAND STORY TELLING?’ FASHION UNITED 2017

With the fashion industry producing hundreds of short fashion films each year, brands are constantly thriving to create innovative content which stands out from their competitors. As a result of this and its growing popularity, in recent years, there seems to of been a shift in the content being produced within these moving image sequences. A good example of this is when high street retailer H&M teamed up with luxe fashion brand Erdem to create a limited edition range of clothing, in which they promoted it through the use of a moving image. Employing film director - Baz Lurhman - best known for his film Romeo and Juliet, the film short focused on a summer English romance and spearheaded the use of narrative and emotion as their way to engage an audience effectively. With these two techniques

falling under the category of brand story telling, it seems to undoubtedly strike a chord with a brands target consumer group whilst helping them connect emotionally with a label. With view statistics to back up how successful - narratively driven and emotionally captivating fashion films are becoming, it seems that viewers are enjoying the more cinematic, dramatized and ‘film like’ experience as apposed to moving look books. With H&M x Erdems film receiving over 7.6 million views in less than 6 months, it is obvious that brand story telling is becoming an exceptionally great tool to adopt for the evolution of fashion film content. For brands such as Stella McCartney who have such a strong brand presence, this would be an exceptionally great way to showcase her latest collections of clothes

“ A C L E V E R LY T H O U G H O U T A D V E RT I S E M E N T C A M PA I G N C E N T E R E D A R O U N D STO RY T E L L I N G W I L L U N D O U BT E D LY ST R I K E A C H O R D WITH A BRANDS TARGET CONSUMER GROUP WHILST HELPING T H E M CO N N E C T E M OT I O N A L LY W I T H A L A B E L ” STELLA MCCARTNEY

Image Source: Stella McCartney Sustainable Film - Unknown date

WEBSITE

SOCIAL PLATFORMS

A N A LYZ I N G S T E L L A M CC A R T N E Y â&#x20AC;&#x2122; S A D V E R T I S I N G S T R AT E G I E S

Having analyzed the effectiveness of fashion film and how it acts as a vital advertising vehicle for brands to use, I now want to understand how Stella McCartney specifically uses it as a way to communicate her sustainable principles to her consumers. By observing her digital advertising strategies, it seems that she uses social media platforms to promote her latest collection and to raise awareness surrounding the topic of sustainability - however the way its conveyed to her consumers seems fairly confusing. Where brands seize the opportunity to convey an important message as well as advertising their clothes within one fashion film, it seems Stella likes to keeps both her clothing and sustainable principles as completely separate topics. With a large social following on Instagram of 4.7 million followers, it seems she has the perfect opportunity to educate her consumers on her sustainable principles as well as promoting her latest clothing launch.

50 THOUSAND VIEWS

6.8 THOUSAND LIKES

SOCIAL MEDIA: S T E L L A’ S I N S TA G R A M A N A LY S I S In order to implement a new digital advertising strategy for McCartney, It’s important that I monitor her media exposure online social platform - Instagram. To demonstrate just how effective fashion film is in response to still imagery, the statics supplied on the left page clearly outline how well her video’s perform compared to her stills. With her womens wear lingerie ss18 campaign film receiving over 50 thousand views since it was published 4 days ago, it is almost 8 times more viewed than her editorial still which only received 6.8 thousand likes. With the hope of creating a fashion film for Stella, Its great to monitor her previous exposure to make sure that whatever message I decide to spearhead, is viewed by large quantities of followers. With the hope of highlighting her sustainable principles throughout a short film, its great to also know that it can act as a awareness campaign as well as entailing her newest season collection of clothing.

FILM RECEIVED 8 X MORE VIEWS THAN A STILL IMAGE

ST I L L I M A G E O N LY RECEIVED 6.8 THOUSAND LIKES

A N A LY S I N G S T E L L A M CC A R T N E Y ’ S YOUTUBE CHANNEL

In comparison to the brands Instagram following, McCartney’s Youtube channel has a considerably smaller following. With only 8.2 thousand subscribers, her youtube videos have been watched a staggering 1.9 million times. Uploading an average of 2/3 videos per month, Stella uses youtube as a platform to promote her latest clothing collections and sustainability traits . To the right is one of their most recent campaign fashion film’s published on their Youtube channel which features their most recent womenswear Autumn 2018 collection. Although their Youtube following is considerably smaller than their instagram account, their view turn over is still high.

Image Source: Screen Shot - Stella McCartney film - Viscose Film

VIDEO

SUSTAINABLE SECTION

CAMPAIGN EDITORIALS

ALL THINGS STELLA

With Stella McCartney uploading an average of 2/3 videoâ&#x20AC;&#x2122;s per month on their You-tube channel, it noticeable that there are three separate categories that they create content for. With their main mission statement being to supply a consumer with sustainable luxy fashion, their first category focuses on highlighting their responsibilities and commitments to ethical fashion. Often using a script and light hearted sense of humor, the videos are there to both educate and aspire their audience to buy ethical sourced clothing. The second category they focus on creating film content for is their Seasonal campaigns. For the launch of each menswear, womens wear and kids wear collections, Stella McCartney always creates a short 1/2 minute moving editorial which focuses on their newest clothing collection and season must haves. This often sits alongside the launch of their collection online their website, where consumers have the opportunity to watch and shop the selection.

FILM CATEGORY 1: ALL THINGS SUSTAINABILITY

N A R R AT I V E

SCRIPT

MUSIC

With Stella McCartney’s main ethos being to supply her consumers with ethically sourced luxury fashion, its hardly surprising that they utilize their Youtube Channel as a way to promote their on going commitments. Weaved alongside their different contented videos, it seems McCartney intentionally publishes a sustainably focused video every other upload. With their intentions being to entice consumer’s into becoming more ethically savvy and aware, they use certain techniques such as humor to approach the subject. In one of their sustainable video’s - released August 2016 called ‘Regenerated Cashmere’, which explores the brand’s relationship with producing ethically sourced cashmere from a regenerated farm in Italy, it uses a mixture of narrative, script and tongue and cheek music to make it entertaining and light hearted. Thriving to approach important issues in a light hearted manner, they indefinitely create humorous films as a way to attract consumers.

Image Source: Stella McCartney Sustainable Film - Unknown date

Image Source: Stella McCartney Womenswear Campaign

FILM CATEGORY 2: CAMPAIGN EDITORIALS

LOOK-BOOK STYLE

Another category that Stella McCartney’s youtube channel consist of is a series of look-book style campaign editorials. For the launch of each new seasons worth of clothing, McCartney creates a number of short film look-books which highlight the newest seasons must haves and key pieces. Opting for a more ‘look-book’ style film, they usually keep the content fairly simple by using up-beat music in the background alongside scenic shots of locations. What’s most interesting about the different categories that McCartney creates content for, is the difference in video and camera techniques. Where her sustainable video’s focus on portraying a strong use of narrative and emotion, her approach seems to be completely different with creating their campaign editorials. Noticing a divide in their film categories content, I’m interested to know whether their consumer’s only interact with certain content on their channel as opposed to it all. With her brand ethos being extremely important, I wonder how many people know her brands actually sustainable

MUSIC

BEHIND THE SCENES

INTERVIEWS

FILM CATEGORY 3: ALL THINGS STELLA

McCartney’s third and final film category focuses on: ‘All Things Stella’. Less directional yet more broad than the other two film categories, this category focuses more on the ‘realistic’ parts of the brands personality ranging from interviews to behind the scenes and store launches. With this sector focusing on portraying more of the cultural aspect of the brand, it uses a combination of film techniques such as script, narrative and music to portray a real sense of the brand’s personality. To the right is a screen shot from their ‘behind the scenes’ Winter womens wear range at Paris fashion week. As you can see from the image, the model is blowing a kiss to the camera whilst standing in front of two tv screens which are displaying the live catwalk. Where some fashion companies only chose to promote their clothing in an editorial and professional manner, they can run the risk of loosing a consumers attention as its been proven that a consumer enjoys the exclusivity and personal effect that Behind The Scene clips offer.

Image Source: Youtube / Behind the scenes at Paris Fashion Week . Stella McCartney

COMPARING STELLA MCCARTNEY’S VIDEO CATEGORY VIEWINGS

To understand how consumers connect with Stella McCartney’s youtube channel and specifically which video categories they most interact with, I decided to create a diagram that measures the brands most successful category based on views. By tailoring my attention to analysing their most recent film content, I decided to compare what they have released this year - 2018 against one another. As you can see to the right, the film category that has accumulated the most amount of views and exposure is their Seasonal Campaign videos, with a staggering 313,628 views across 7 videos, their success rate is great. The second category ‘all things stella’ which focuses on more of the cultural and social aspect of the brand scored 38,000 views. Although this is quite considerably lower than their

Seasonal campaign video’s, I suspect it’s because their content is varied each and every time. Lastly, category ‘Sustainability’ scored 15,382 views. With fewer video’s on sustainability compared to the other two categories, perhaps this is why their exposure count is the lowest. Interestingly, the category that holds the most amount of power in educating a consumer in the companies brand presence and personality, has in fact scoured the lowest out of the three. Whether this was by fluke or intentionally, it raises concerns whether Stella McCartney are communicating their brand principles as efficiently as they could be. With hope to create a fashion film that highlights Stella’s sustainable principles, It’s important that I recognize the content that performs well in comparison to others.

2018

ST E L L Aâ&#x20AC;&#x2122; S V I D E O C AT E G O RY E X P O S U R E P E R FO R M A N C E S

313,628

2018 38,126

2018 15,382

SEASON CAMPAIGN

ALL THINGS STELLA

SUSTAINABLE

VIDEOS (LOOKBOOKS)

VIDEOS

VIEWS ACCUMULATED IN 2018

Image Source: Screen Shot - Stella McCartney film - Viscose Film

STELLA MCCARTNEY’S WAYS OF COMBATING S U S TA I N A B I L I T Y D I G I TA L LY

STILL IMAGERY

MOVING IMAGE

With Stella’s sustainable commitment’s being a large proportion of her brand presence, she chooses to promote the topic in a very visual aided way. According to an article published by Fast Company called ‘Why we’re more likely to remember content with images and video’, 3 million people who took part in an experiment could process visuals 60,000 times faster than text, suggesting that you can paint a picture for your audience pretty much faster with an actual picture. Noticing it’s impact with consumers, the two main visual element’s that Stella chooses to highlight her sustainable principles through are - imagery and film. With her You-tube channel housing many artistic film technique’s and ways of promoting her brand, it’s obvious that the brand thrives in challenging the industry by experimenting with effective ways of communicating concepts with their consumers. One common theme and technique that seems to be highlighted throughout both the brands use of still and moving imagery content is their use of narrative and emotion.

TONE OF VOICE: NARRATIVE AND EMOTION / CASE STUDY

To highlight how the use of narrative and emotion is presented effectively through Stella’s brand presence , I decided to extract one of her most successful ‘trending’ sustainable video’s from her Youtube Channel. A short fashion film called ‘Deforestation, a story of sustainable viscose visits the relationship that McCartney has with producing ethically sourced viscose from approved companies. Employing Estonian model and former politician Carmen Kass as the video’s narrator, she appears in a eerie miniature village thats made out of plastic produce. With a strong script used throughout the 1.46 minute film she explains how Stella McCartney are now responsible for using sustainably certified forests in Sweden. Whats interesting about this film is how they don’t seem to draw on the items of clothing that the models wearing. Of course they are from Stella McCartney but why aren’t they selling the luxury aesthetic that the brand represents with this great sustainable message.

9.9 THOUSAND VIEWS

STRONG USE OF N A R R AT I V E

100

Image Source: Screen Shot - Stella McCartney film - Viscose Film

DEFORESTATION: A STORY OF SUSTAINABLE VISCOSE

101

CHOSEN CONCEPT: Having thoroughly analyzed the effectiveness, longevity and opportunities that the - genre fashion film offers the industry for creating impactful messages, I’ve identified what type of advertising campaign I’m interested in creating for Stella McCartney. Eager to highlight the brands ethical principles and on going commitments to sustainability, I will approach it with a new angle by highlighting their principles along side their newest AW 19 womens wear clothing collection. Where the brand have deliberately kept both topics : sustainability and clothing, separate in the past, I intend to integrate these two elements by merging them into one short fashion film which aims to educate future consumers on their brand principles and promote their newest seasons worth of clothing. Having analyzed Stella’s current advertising techniques - specifically their Youtube Channel and content categories, I’ve noticed how a new idea can be proposed in order to educate a larger audience of their sustainable principles. With it being a digital advertising campaign it will be visible online social platforms such as Instagram, Youtube, Twitter and their website.

102

TO CREATE A DIGITAL ADVERTISING CAMPAIGN FOR STELLA MCCARTNEY

TO CREATE A PROMOTIONAL FASHION FILM THAT DRAWS ON STELLAâ&#x20AC;&#x2122;S SUSTAINABLE PRINCIPLES AND LUXURY CLOTHING COLLECTION

103

Image Source: Plastic Love / Joe Bulawan - Atlas Magazine

104

CAMPAIGN IDEOLOGY

H a v i n g ca re fu l l y m o n i to re d a p p ro p r i a te d i g i ta l a d v e r t i s i n g te c h n i q u e s u s e d i n t h e fa s h i o n i n d u s t r y fo r co n v e y i n g s t ro n g m e s s a ge s a n d n o t i c i n g a ga p i n t h e m a r ket fo r l u xe b ra n d - S te l l a M c C a r t n e y, t h i s c h a p te r i s d e d i ca te d to e x p l o r i n g t h e p ro p o s e d ca m pa i g n co n ce p t a n d h o w I i n te n d to c rea te a p ro fe s s i o n a l f i n a l i ze d p i e ce . By o u t l i n i n g t h e ca m pa i g n s m a i n i n te n t i o n s , a i m s a n d p u r p o s e s - t h i s c h a p te r w i l l d ra w o n a l l n e ce s s a r y s eg m e n t s n e e d e d fo r p ro d u c i n g a s u cce s s fu l l y n a r ra t i v e l y d r i v e n a n d e m o t i o n a l l y ca p t i va t i n g fa s h i o n f i l m .

105

THE CAMPAIGN OVERVIEW:

The aim for this digital advertising campaign is to project Stella McCartney’s Sustainable brand principles, in a luxury and visually impactful way. By merging together their ethical principles along with their newest season of Autumn Winter 2019 womens wear clothing collection, the campaign will act as a promotion tool for generating sales and educating consumers on the brands personality. Aiming to keep the film within a 1/2 minute time frame due to effectiveness and functionality the film will be able to be uploaded efficiently to Stella’s social media channels and website. Interested in the brands light hearted nature and approach to communicating with their consumers visually, I will follow their use of techniques as well as integrating their clothing as another way of engaging a consumer. Where the brand has always kept their clothing and principles separate, I’m interested in merging them into one for consumers to understand that sustainable fashion doesn’t have to compromise style.

106

S U STA I N A B L E P R I N C I P L E S

+ LUXURY FASHION

= F E E L G O O D S AT I S FACT I O N

NARRATIVE AND EMOTION

A SHORT 1/2 MINUTE

PROMOTIONAL VISUAL

LONG FASHION FILM

ASSETS

A short fashion film that focuses on

A series of promotional visual assets

conveying a strong use of narratively

that feature on Stella McCartneyâ&#x20AC;&#x2122;s

driven and emotionally captivating

website homepage and social media

techniques

channels

107

CAMPAIGNS MAIN AIMS:

108

TO ATTRACT NEW CUSTOMERS

PROMOTE STELLAâ&#x20AC;&#x2122;S NEWEST CLOTHING RANGE

EDUCATE CONSUMERS ON FASHION SUSTAINABILITY

BRAND EXPOSURE

The fashion film will act as an awareness campaign that draws a consumers attention to Stella McCartney’s brand identity.

PROMOTE THE CLOTHING

In addition to the film’s purpose being to educate future consumers on Stella’s sustainable principles, the film will exhibit their latest collection of womens wear 2019 Autumn Winter clothing in the hope to generate sales.

TO ATTRACT NEW CUSTOMERS

By merging together McCartney’s sustainable traits with her latest womens wear clothing collection, the film will aim to be visually impactful and aesthetically pleasing to allure new consumers to the brand.

EDUCATE CONSUMERS ON FASHION SUSTAINABILITY

With the film’s main purpose being to project Stella McCartney’s ethical and sustainable principles to a large audience, the film will consist on many effective techniques such as a strong narrative and emotional context.

109

WHO GAINS?

With the main intention of this digital advertising campaign and fashion film being to educate consumers on McCartney’s sustainable principles, it’s important that both parties equally benefit from this campaign. To the right is a diagram that I constructed which clearly showcases exactly what each person will gain. As you can see to the left under title ‘The Brand’, Stella McCartney will benefit from making alluring consumers and making them aware of their on going commitments. In addition to this they will also having the opportunity to promote their latest womens wear aw19 collection with the intention of generating sales. With consumer’s playing the fundamental role to any and every campaign produced, it’s extremely important that they as viewers

gain something from interacting with a brands content. There for, It needs to be relateable, entertaining and interesting in order to gain their attention in the first place. By using a mixture of camera technique’s, I will spearhead projecting a strong use of narrative and emotion for the consumer’s to act interested in the message being projected.

110

Create awareness surrounding their Brand presence Generate sales Promote their latest womens wear Autumn Winter 2019 clothing collection THE BRAND

Education on Stella McCartneyâ&#x20AC;&#x2122;s brand commitments You donâ&#x20AC;&#x2122;t have to harm the planet to look good and feel good Be inspired and aware of Contemporary fashion sustainability THE CONSUMER

111

Image Source: Stella McCartney mens - Unknown source

112

EFFECTIVE MUSIC

LIGHT HEARTED HUMOUR

SUSTAINABLE

CAMERA TECHNIQUES

STRONG NARRATIVE

FILM CHARACTERISTICS Eager for the fashion film to clearly outline Stella McCartney’s sustainable principles, I’ve opted to portray them by using a comical story line and humourous script. Having thoroughly analyzed the brands tone of voice, I’m interested in following their use of techniques in a similar mannerism so that they it’s suited to the brand’s identity. Above are the four main area’s that I’m most interested in highlighting throughout the 1/2 minute long film, these include: Strong Narrative, Effective use of Music, Light hearted humour and effective camera techniques. In extension to these four techniques I will also aim for the content to be located in an aesthetically beautiful location which draws on nature and natural surroundings. By combining their luxury tailored clothing and sustainable principles, it will hopefully attract a consumers attention into wanting to buy the newest seasons worth of clothing and gain a thorough understanding of their ethical commitments.

113

SOCIAL MEDIA PLATFORMS

WEBSITE HOME-PAGE

DIGITAL MARKETING ASSETS - EMAILS & BANNERS

114

VISIBILITY AND EFFECTIVENESS

YOU CAN VIEW IT

ITS FREE TO ACCESS

WHENEVER AND WHEREVER

AND ENJOY

IT HAS

CAN BE FOUND ON

AN ALMOST INFINITE

A VARIETY OF DIFFERENT

LIFE SPAN

PLATFORMS

115

With the campaign being a digital advertising concept, there are certain element’s that I need to focus on attention on conveying. These being to project a message effectively and convey a strong brand message. Digital advertising campaigns have many perks over more traditional advertising campaign’s such as the ability to be viewed where ever, whenever. With a majority of the world having a mobile phone and using it to shop or network online, digital advertising is a great way to keep up to date with a brands every move. It’s also free to access and has an almost infinite life span. Depending on the content, the power of technology allows you to revisit ‘old’ campaigns that may have been taken down in a physical store a few months after a campaigns over. It finally can be viewed on a variety of different platforms. Whether you have a computer, phone, Iwatch or tablet, digital advertising means you can access it within a 24 hour time period.

Image Source: Stella McCartney Sustainable Film - Unknown date

The film campaign will focus on highlighting four specific elements, these being: time frame, scenes, script and storyline. With creating a digital advertising campaign that will be visible on Stella McCartney’s website and social media platforms, it’s crucial that the film stays within a certain time frame in order to keep the consumer fully engaged. In addition to this, the film will also entail two scene’s, one of which is featured inside a studio and the other, outside in the countryside. To make sure the video’s visual context conveys a sustainable and environmentally friendly nature, Its important that the film is located within an atmosphere which project’s these commitments. Thirdly, the film will involve a script during scene 1 which clearly outlines the story’s narrative. By extracting Stella McCartney’s use of humor in her existing fashion film, my video will similarly mirror this technique. Lastly, the video will entail a strong use of narration and emotion to engage the consumer’s attention. Eager to showcase how narrative and emotion can be used effectively when conveying an important message, it’s important that the storyline used throughout the film provokes the consumers emotions 116

THE FILM BREAK DOWN

1/2 MINUTES LONG

2 SCENES

SCRIPTED

STO RY- L I N E

A STRONG USE OF

A SHORT FASHION FILM THAT

2 SCENES THAT FOCUS ON

THE FILM WILL ENTAIL

P U R P O S E F U L LY S I TS W I T H I N A

CONVEYING DIFFERENT

A STRONG USE OF

NARRATIVE AND

2 MINUTES LONG TIME FRAME

MESSAGES.

SCRIPTED CONTENT DURING

EMOTION WILL BE USED

THE OPENING SCENE

THROUGHOUT THE FILMâ&#x20AC;&#x2122;S

DUE TO EFFICIENCY 1 X IN DOOR

STORYLINE TO DRAW

1 X OUTDOOR

ATTENTION TO THE MESSAGE

117

BRANDING AND PROMOTION: WEBSITE & HOMEPAGE

HOMEPAGE

WEBSITE

With the purpose of a digital advertising campaign to be visible on all digital aspects of a brands identity, its important that the campaign is advertised effectively to allure consumers attention. With the aim for this specific campaign being to draw attention to Stella McCartney’s on going commitments to - Sustainability, it needs to be visible on her website’s main home page to reach maximum engagement. To the right is a screen shot of Stella McCartney’s current home page set up. As you can see, the brand purposefully feature’s visual context on their landing home page to promote their latest campaigns. With McCartney’s current campaign supplying the consumer with two click through options such as: Pre order now and discover more, they have the opportunity to get more acquaint with the campaign if it interests them. With my mission being to educate every consumer who lands on Stella’s landing homepage about their sustainable principles and commitments, I don’t want to give them an option to ‘watch more’ unless they are interested in knowing about the whole campaign overview. Instead, I will try to include the whole 1/2 minute film on the homepage.

118

119

120

BRANDING AND PROMOTION: SOCIAL MEDIA PLATFORMS

sharing the whole film sequence will be a great way of reaching maximum exposure. With an average of Stella McCartney’s films on Instagram reaching anywhere between 30 - 80,000 views, it will hopefully be viewed by many consumers. In extension to Instagram, the campaign will also be visible on other social media channels such as Facebook, Twitter, Youtube and Vimeo. With all of her video’s being published on to Youtube, on the launch date, it will have the opportunity to be watched globally with the hope of reaching hundreds and thousands of interested consumers. When uploading the Youtube video, I will make sure to hashtag all relevant topics related to sustainability, to maximize the chance of it getting viewed even more so.

With social media playing a vital role for the launch of every digital advertising campaign, its extremely important for the campaign to generate hype, interest and engagement throughout the whole project process. With Stella’s Instagram having a staggering 4.7 million followers, this makes it an undeniably important platform to utilize for the launch of the campaign. Fashion brands are often known for using social media platforms for sharing ‘sneak peaks’ or ‘behind the scenes’ content before the launch of their campaign. With Instagram having the capacity to share both still and moving imagery, it’s also great for sharing a selection of diverse content throughout the campaign project. With the main advertising medium being a fashion film,

121

A WOMAN WHO TAKES PRIDE IN HER APPEARANCE

5 0 +

TRENDS

W O

LATEST STYLES AND

TO STAY UP TO DATE WITH THE

A WOMAN WHO LIKES

R S E A O

A WOMAN WHO RESPECTS QUALITY OVER QUANTITY

122

A WOMAN WHO MAKES A CONSCIOUS EFFORT TO DO GOOD FOR THE WORLD

18 - 50 YEARS OF AGE

ADMIRER OR BUYER OF LUXURY FASHION

TARGET AUDIENCE

The audience I will targeting throughout this campaign are women who are conscious of the environment and admirers / buyers of luxury fashion. With Stella McCartney’s biggest audience demographic being womens wear, I will veer my advertisement towards educating this audience. With McCartney’s age demographic being fairly large, sitting between ages 18 - 50 +, the campaign will be appropriate for all ages but specifically focus on those who are most conscious in learning about sustainable principles. The ideal candidate is somebody who makes a conscious effort to do good for the world as well as somebody who respects quality over quantity. With Stella McCartney’s price point being saturated within the luxury market, its important that her consumers are able to respect its production heritage.

123

Image Source: Stella McCartney Clever Care - Sustainable Clothing Films

THE NARRATIVE

124

YO U D O N ’ T H AV E TO S H O U T A B O U T B E I N G S USTA I N A B L E , TO BE SUSTAINABLE

The chosen narrative and storyline for the film short is to highlight how one doesn’t have to shout bout being sustainable to be sustainable. Where Stella McCartney has been bought up by her parents to respect animals and care for the environment, its never been something she’s felt is questionable throughout the creation of her brand and ethos. However, whether all her consumers actually know about her sustainable principles is another question. The only way a consumer can effectively learn about McCartney’s on going commitments is by clicking the websites end category section labeled ‘Stella’s World’ or tuning into to specific social platform post’s on Instagram. In addition to this, Stella’s sustainable films do not entail any of the brands clothing.

125

Instead, they only spearhead outlining their principles and keeping their fashion completely separate. Where their ‘campaign clothing’ look book’s statistically perform exceptionally well on their social media platforms (which accounts for a large proportion of their self promotion), my film will aim to encapsulate both the brands sustainable principles and luxury fashion in a light hearted and humorous film. Using a total of 2 character’s and a humorous script, the girl’s will interact with one another to suggest how sustainable fashion is important and how it doesn’t have to compromise style in order to look good or feel good. With two scenes - one outdoors and one inside, the film will thrive to keep the consumer fully engaged with multiple backgrounds

STYLE: With the film’s context being to outline Stella’s sustainable principles in an educational yet stylistic manner, one of the films main features will be to highlight McCartney’s clothing by making them as aesthetically pleasing and desirable as humanly possible.

SUSTAINABILITY: With the film’s main purpose to showcase the beauty in fashion sustainability, the fashion short will aim to educate consumers into engaging with or buying ethically sourced goods.

NARRATIVE & EMOTION: To successfully engage consumers into viewing the film, the use of narrative and emotion will be used throughout the film such as: script, visuals and characters to educate consumers and effectively communicate important issues.

EDUCATION: To highlight how sustainability should not be a choice and you can look just as beautiful without killing animals throughout the process of consuming clothes, the film will act as an educational weapon for informing consumers of sustainability and environmentally friendly principles

126

FILMS MAIN PRINCIPLES

STYLE

SUSTAINABILITY

NARRATIVE & EMOTION

127

EDUCATION

THE CHARACTERS

To continue Stella’s use of light hearted humour, the characters will act as the films main attraction in order to fully engage the consumers attention. To convey the message that ‘you don’t have to shout about being sustainable, to be sustainable’, the characters will be polar opposites from one another to clearly illustrate the message. The first character is called - Vegan girl, who likes to excessively express her commitments about being vegan and caring for the environment with others. The second character is - Strong Stella Girl, who’s approach is more relaxed, humble and quiet - proving that you don’t have to be the archetypal type to be sustainable. In utter contrast from one another, both will actually share similar interests deep down however will appear totally different in the way that they approach the topic. To demonstrate how Stella McCartney’s clothes are both luxurious and beautiful without harming the environment in any shape or form, the characters will convey this message by using humour and comedic elements.

128

BOTH ROLES TO BE PLAYED BY ONE MODEL

VEGAN GIRL

STRONG STELLA GIRL

FRANTIC, PASSIONATE, VOCAL,

H U M B L E , S T R O N G , C O N F I D E N T,

IRRATIONAL, ECCENTRIC,

ASSURED, RELAXED, COMPOSED

OBSESSIVE, EXTREMIST

129

Image Source: Stella McCartney womenswear - unknown

CHARACTER 1: STRONG STELLA

130

CONFIDENT

SELF ASSURED

STRONG STELLA STRONG

COMPOSED

Strong Stella: is a composed, confident, strong and self assured character who is humble in her approach about talking of sustainability. Life long committed to wearing sustainable clothing, Stella doesn’t feel the need to communicate to others her on going commitments. To show how ‘you don’t have to shout about being sustainable it to be sustainable’, she takes on a relaxed role whilst perched on a stall besides Vegan Girl. Her body language will be elegant and bold to represent her strong nature and how she is confident in herself and her life principles. In contrast to Vegan Girl, Strong Stella will feature in front of a light grey backdrop that represents her minimalistic and elementary nature.

To convey the message that regardless of - your commitments to sustainability and being vegan - anyone is entitled to enjoy and buy sustainable fashion that looks good and makes you feel good. To follow on from Strong Stella’s behavior - being composed and quiet, her script is fairly short and precise to highlight to the audience her approach. With both characters aiming to attract a consumers attention by being comical and light hearted, it will embed a message that you don’t have take your principles to the extreme to be conscious of the environment around you. Dressed in a female tailored black suit, the outfit will hint to her strong nature.

131

CHARACTER AND TRAITS

EXTREMIST

VOCAL

IRRATIONAL

In utter contrast from Strong Stella, Vegan Girl will be presented as an undeniably loud personality who loves to vocally communicate her sustainable principles with others. Her Obsessive, irrational and extravagant behavior will be conveyed through the use of props, stage direction and body language. With Strong Stella positioned neatly on the edge of a stall, Vegan girl will be spread across the floor to show how she is at one with nature. By continually talking about her ethical commitment’s, there will be very little vocal space for Strong Stella - who is actually happy to take the back seat in this situation. To convey the message that you have to be an extremist like Vegan Girl to be sustainable and do good for the world, it will draw on her obsessive behavior in a comical way by playing on lines such as; ‘i am the wind, the clouds, i am vegan, there for I am better’. Positioned in front of a Banana shade coloured back drop, it will hint to her vibrant personality.

132

Image Source: Pinterest . unknown

CHARACTER 1: VEGAN GIRL

133

SCENE 1: SCRIPT & STUDIO

For the first half of the film, the content will be shot inside a studio with two coloured back drops and a script. With the opening scene starring both characters, it will entail the full script and focus on delivering a strong narrative throughout. To make sure that the conversation between the two characters is distinctive, a number of different film techniques will be used to give the illusion of each individual personality. The opening scene will feature our first character - Vegan girl, who is positioned on the floor besides a series of ‘nature’ associated props such as faux mini tree’s and clouds. Her lines will focus on highlighting her obsessive behavior with being sustainable and how others who aren’t on her level are unacceptable. To make sure that the script is digested effectively, the lines will be delivered in a humorous and light hearted manner - turning important factors into positives. Thriving to keep the consumer engage throughout the whole of the film, there will be a variety of

different clips that focuses on the vegan girl and her props. Also In conversation with our second character - Strong Stella, Vegan girl will be projecting her rituals to her without getting much of a reaction or retaliation back. Strong Stella’s character will thrive on representing a cool, collective humble, confident and strong character with very little script. In order to demonstrate how one does not need to shout about being sustainable to be sustainable, she will express this through her body language. Zoning out from Vegan Girl’s on going statements about vegan-ism and ethical life choices, the camera will focus on Strong Stella losing interest and fading into her own little bubble, which will bring us into scene 2 - the outdoors. Eager for the opening scene to convey the films main message, the film techniques applied throughout will hint at the story-line and characters by use of different camera angles, script, emotion and narration.

134

Image Source: Liv Harrould, Joe Murrary, Ellie Sayer

SCRIPT

CHARACTERS

NARRATIVE & EMOTION

FILM TECHNIQUES

135

Image Source: Stella McCartney Womenswear Campaign

136

SCENE 2: OUTDOORS & NATURE

DESIRABLE

LUXURIOUS

The second scene will focus on highlighting Strong Stella girls world. From a background similar to Stella McCartney herself, who grew up loving and caring greatly for the planet we live in, the scene will showcase her in her most happiest place, out-doors with nature. To express her love and passion for the outdoors and leading a sustainable life, the scene will focus on capturing a series of stylistic shots of strong stella girl surrounded by the tree’s, sky, greenery and wildlife. With this half of the film also focusing on capturing Stella’s clothing in a luxurious way, Stella Girl will be extracting elements of her outfit from the natural surroundings. This includes extracting Stella McCartney’s most famous bag - the Falabella which is made out of 100% recycled polyester from a greenhouse. By using bold body language such as swinging her hands above her head towards the sky and paying close attention to her clothing’s quality and design, it will aim to promote McCartney’s newest womens wear collection as well as making the atmosphere a luxury experience. Using two scenic backgrounds - The Gunton Arms - North Walsham and Blakeney Key - North Norfolk Coast, the film will aim to present a look-book editorial film which is both desirable and informative. The ending of scene 2 will capture Strong Stella girl waking up from her day dream after being disturbed by Vegan Girl who is asking her questions about her sustainable principles. Ending the film with the following final line ‘ all those things i can respect, but why be so obnoxious? You don’t have to shout about it’, Will leave the audience understanding how you don’t have to be a vegan nor an extremist to simply care for the environment and buy sustainable clothing from McCartney.

137

BRIGHT

COLOURFUL

A E ST H E T I C A L LY PLEASING

THE LOCATIONS Location one: Mean Time Studio, City Centre - Norwich. With scene one being set inside a studio, the set up will consist of: a number of professional lights, sound equipment and backdrops. To create a strong storyline and character presence, the main focus for this scene is to convey each characters personality, there for only a minimalistic backdrop is appropriate. With the script being the main element for the studio scene, the second scene will encompass more of the aesthetically pleasing content. Location 2: The Gunton Arms - North Walsham, North Norfolk Coastline. With this scene’s purpose being to allure a consumers attention into desiring the clothing that Character - Strong Stella Girls is wearing, the scene will be shot outdoors in a natural environment alongside some conceptually orientated sculptures. To follow on from Stella McCartney’s use of blue skies and tree’s, this scene will encapsulate a similar presence whilst maintaining a particular focus on the clothing.

138

Image Source: Liv Harrould

LOCATION / SCENE 1

LOCATION / SCENE 2

139

STAGE DIRECTION To make sure that each character conveys a strong presence throughout both contrasting scenes, the following stage directions are extremely important in addressing throughout: Strong body language, facial expression and behavior. With the first scene being in doors, both characters will work in a more confined environment which focuses heavily on their facial expression and vocabulary. In scene 2, featuring Strong Stella Girl - the body language will play the biggest role in the way that the content is digested by the consumer. With no script, the scene will focus on capturing an aesthetically beautiful environment and selection of close up clothing shoots. With strong Stella girl posing a mixture of loose and large movementâ&#x20AC;&#x2122;s, including waving her hands high in the sky, the stage direction will draw on her emotions being content with the outdoor space. To the right are some examples of each scene and the chosen stage direction for each. As you can see, the top two images are alot more confined where the other two look free.

BODY LANGUAGE

BACKDROPS

PROPS

140

Image Source: Liv Harrould, Joe Murrary, Ellie Sayer

ALL IAMGES ARE OWNED BY LIV HARROULD

STA G E D I R E C T I O N

141

THE TEAM

Eager to form a close knit and initiate team, I employed professional film maker - Joe Murrary, from Independent creative company - Mean Time as the film’s videographer and contributing director. With a background in creating both creative and commercial film’s for a variety of different clients, he has experience in directing, editing and filming. In addition to Joe, I also employed Model - Ellie Sayer to play both Stella roles in the film. With a strong presence and versatile look, each character she plays will entail a contrasting look from one another. To maintain a intimate relationship with the team, it’s important that we all feel entirely comfortable with working alongside one another, there for I’m only interested in being a team of three. Being the creative director, I will be working along-

side Joe to direct Ellie on each character and their individual stage directions, personality and identities. To make sure that the project runs smoothly, I will work effectively with delivering lines and suggesting various actions depending on the film outcome. With project management being a critical element throughout the creation of any fashion film, I will make a itinerary sheet and shot list to make sure that we can achieve everything within a certain time frame. To avoid any problems or issues, Joe and I will spend a day in the office before the official shoot date to make sure that all finishing touches have been taken care of. To record the process, I will be taking a series of behind the scene’s shot’s to publish in my next chapter - campaign execution.

142

CREATIVE DIRECTOR LIV HARROULD

FILM MAKER

MODEL

JOE MURRARY

ELLIE SAYER

143

Image Source: Dress- House of Sunny, Earrings - Asos

144

OUTFIT 1: VEGAN GIRL

AIRY

BOHO CHIC

Eager for both characters to display Stella McCartneyâ&#x20AC;&#x2122;s upcoming womens-wear Autumn Winter 2019 clothing collection, I wanted to find something relatively soft and bohemian styled for Vegan Girl. With the main focus being to highlight her erotic behavior, the outfit is to maintain a classic look which is both elegant and sophisticated. Opting for a thick cotton off the shoulder long sleeve dress from House of Sunny and gold embellished stone earrings from asos, I purposefully opted for a no shoe styled look to highlight how she is at one with nature, sitting on the floor. Eager to showcase a distinctive contrast in both characters, I specifically chose to dress Vegan girl in a white to differ from Strong Stella Girlâ&#x20AC;&#x2122;s black suit blazer and trousers.

145

OUTFIT 2: STRONG STELLA GIRL

To represent a strong, confident and powerful contemporary woman, I decided to dress Strong Stella Girl in some of Stella McCartney’s most established clothing and accessories. For this, I opted for a plain black tailored wide leg suit trouser and structured blazer paired with her famously known Falabella bag and Elyse Shoes. With the main focus being to show Stella Girl at one with nature whilst extracting clothing elements from natural surroundings, it will be used to solely engage the consumers attention into desiring the clothing etc. With both girl’s having similar attributes, it wil be down to the clothing and Stella Girls behavior to show how sustainability can be luxurious, desirable and beautiful - being made entirely by recycled or ethical materials. To the right are the outfit details, clearly illustrating how the clothing will be warn to show a confident and strong woman. By choosing some of McCartney’s most famously known items, it will hopefully scream Stella McCartney without having to use any film titles.

TA I LO R E D

E STA B L I S H E D

146

Image Source: Suit: Mango, Shoes & Bag - Stella McCartney

147

Image Source: Stella McCartney Womenswear Campaign

THE MUSIC

148

MUSIC C R E AT I N G A CO M I C A L AT M O S P H E R E

HAPPY

COMICAL

To make sure that the film is projected in a light hearted and comical manner, the music will play a massive role in the way that the film is viewed by a consumer. Choosing an established sound track - merry go round, the sound will aim to spark a sense of goofiness and playfulness with the viewers. To make sure that the music is entertaining the whole way throughout, we will use different distortion techniques such as fading etc to give it multiple dimensions. Drawing inspiration from some of British Vogueâ&#x20AC;&#x2122;s fashion films as well as Stella McCartneyâ&#x20AC;&#x2122;s, hopefully the music will convey the message in a humorous way.

149

Image Source: Taken by Liv Harrould / Model: Ellie Sayer

150

CAMPAIGN EXECUTION

T h i s c h a p te r i s d e d i ca te d to s h o w ca s i n g t h e w h o l e ca m pa i g n e xe c u t i o n . Fro m t h e i n i t i a l s h o o t d a y s t h ro u g h to t h e e d i t i n g p ro ce s s , t h i s c h a p te r a i m s to s u p p l y t h e rea d e r w i t h a n i n s i g h t fu l v i s i o n i n to h o w t h e co n ce p t wa s e xe c u te d e f f i c i e n t l y. W i t h s t ro n g e xa m p l e s to tea m w o r k a n d w o r k i n g t h ro u g h p ro b l e m s , t h i s c h a p te r w i l l i d e n t i f y t h e s o l e m ea n s o f v e r ba l a n d v i s u a l co m m u n i ca t i o n a n d t h e i m p o r ta n ce o f co l l a b o ra t i n g w i t h o t h e rs to c rea te a p ro fe s s i o n a l f i n a l i ze d p i e ce .

151

SHOOT DAY 1: OVERVIEW

N A R R AT I V E

SCRIPT

PERSONALITY

Having spent the last chapter closely monitoring each scenes individual focuses, today was the official first film shoot day. Working against a strict time frame, Ellie and I arrived at Joeâ&#x20AC;&#x2122;s studio at 9am sharp to begin setting up for our opening scene. Having spent the day before in the studio with Joe talking through the script and setting up the studio, I was able to delve straight into doing Ellieâ&#x20AC;&#x2122;s hair and makeup ready for shooting our first character - Vegan Girl. Spending the first half of the morning going through the script with Ellie and getting her into character mode, we sat her in the opening position. Working through each individual line, we worked efficiently to capture a variety of different content so that we had more to play with than not enough. Once satisfied with capturing vegan girls lines, facial expression and characteristics, we moved onto our second girl - Strong Stella. Taking regular breaks between each scene, we had time to talk about any adaptations we wanted to make and work on efficiently capturing it before the end of the day.

152

Image Source: Creative Director: Liv Harrould, Film Maker: Joe Murrary, Model: Ellie Sayer

153

Image Source: Creative Director: Liv Harrould, Film Maker: Joe Murrary, Model: Ellie Sayer

154

PUNCHY

HUMOROUS

CONCEPTUAL

SCENE 1: VEGAN GIRL / PROPS AND LINES

With the opening lines being to highlight just how involved Vegan Girl is with being sustainable, the following lines were used to convey her character: ‘I am the wind, The Tree’s, The Clouds, I am better’. Using a mixture of props such as miniature faux tree’s and a large polyester fluffy cloud, its was important to make sure that the opening scene was punchy and flavorsome. Joe and I wanted to also make sure that the first opening line’s were a good synopsis of the film’s humorous and light hearted essence. Working through each individual line with Joe and Ellie, we made sure to capture a variety of additional lines so that we had multiple content to play around with during the editing process. To really extenuate Vegan girls obsessive behavior, we experimented with different ways of ways of engaging with the viewer by changing Ellie’s posture, face expressions and body language. To make that the audio was clear and precise, we placed a miniature battery on to the back of Ellie’s bra strap so that the sound was punchy for when it came round to editing.

155

Image Source: Creative Director: Liv Harrould, Film Maker: Joe Murrary, Model: Ellie Sayer

156

BODY LANGUAGE

FACIAL EXPRESSIONS

SCENE 2: STRONG STELLA

Moving on to scene 2 with character 2: Strong Stella Girl, we wanted to capture a complete utter contrast in the models behavior and positioning. As you can see by the images to the left, the 4 pictureâ&#x20AC;&#x2122;s showcase how strong, confident and self assured Stella Girl really is. With constantly making eye contact straight down the camera lens and arching her back sterile straight, the contrast was entirely clear. Although Stella Girls lines were purposefully limited in comparison to Vegan Girls, it was extremely important that the way she presented face and body language was strong. By using different camera techniques and effects to play on Stellaâ&#x20AC;&#x2122;s strong nature, the film footage ending up being better than both Joe and I could ever of imagined. The distinction in using different coloured backgrounds for each character definitely lended itself effectively for the end result.

157

WORKING THROUGH A PROBLEM / TEAM WORK

Being relatively new to the creative and art direction world, there are some thing’s that I’m still only experiencing first hand. One issue that Joe and I encountered a day before the shoot commenced was the shoot criteria and scene organization. Where I wanted the ending scene to feature both girls in one singular shot, on one coloured backdrop, Joe had to think carefully about the best way to resolve the situation. Where each character has a separate background, (grey for stella and orange for vegan girl) we would need to position them both on one backdrop to ensure that the transition would be smooth and precise. This would be down to Joe’s editing skills and whether we could effectively feature both girls

interacting with one another within oneshot. Meeting the following morning, Joe and I resolved the situation by getting me to stand in as Vegan Girl whilst Ellie performed Stella Girl. He would later replace my body with Ellie’s scene that we had shot earlier that day to get the finished result. Working with a professional film maker & director has taught me just how much their job really entails. Where others would just see their job as somebody who comes in to shoot a client’s campaign, there is an undeniably large amount of work that has gone into working on it behind the scenes. Happy with the end result, Joe worked extremely hard to make sure that the visuals were as crisp and professional as possible.

158

159

Image Source: Creative Director: Liv Harrould, Film Maker: Joe Murrary, Model: Ellie Sayer

160

SHOOT DAY 2: OVERVIEW

CLOTHING

LUXURY AESTHETIC

N AT U R E

After stumbling across some issueâ&#x20AC;&#x2122;s that we encountered with last times outdoors attempt a month ago, Joe, Ellie and I returned to Gunton Arms on the 6th of May to film the second section of our film. Having nailed the narrative and emotion within the first half of the film by using a script and multiple facial expressions, the second half was to capture the luxury aesthetic of Stella McCartney and how sustainability does not have to compromise style. Heading to Gunton Arms at 8 oâ&#x20AC;&#x2122;clock in the morning, the weather was ideal for us to shoot in. Setting up camp in front of the first sculpture - The Pyramid, we began shooting a sequence of editorial look book style short films with Ellie moving around it. Playing the character Strong Stella, we wanted to capture her enjoying being in her natural habitat - with nature as well as soaking up the environment around her. Moving to an additional location towards the end of the day Blakeney key, we decided to spend two hours experimenting with shooting additional content so that we had more films to play around with throughout the editing process.

161

FOCUS 1: THE ENVIRONMENT

To showcase Strong Stella’s personality, we decided to take a series of close up shots that focus on her body language and facial expressions whilst soaking up the natural outdoor surroundings. Wanting to draw attention to how she thrives on being a sustainable practitioner in a humble and reserved way, Joe and I were most interested in capturing Stella body language whilst perched on the Sculpture. Using slow and calm gestures such as Stella’s arm moving back and forwards towards the sky, we captured a variety of conceptual and obscure angles which lended itself perfectly to creating a luxury aesthetic. Shooting a variety of close up clothing shots, we drew on each part of Stella’s outfit from shoes to her bag and blazer to show off Stella McCartney’s newest womens wear clothing collection. Taking inspiration from McCartney’s previous editorial campaigns, we decided to follow similar filming techniques and principles to make sure that the consumer would definitely enjoy the content.

162

Image Source: Creative Director: Liv Harrould, Film Maker: Joe Murrary, Model: Ellie Sayer

163

Image Source: Creative Director: Liv Harrould, Film Maker: Joe Murrary, Model: Ellie Sayer

164

E LY S E S H O E S

FALABELLA BAG

SUIT

FOCUS 2: THE CLOTHING

In addition to capturing Strong Stella Girl’s personality in scene 2, it was also important that we spearheaded creating a desirable appeal towards her outfit. With Stella McCartney’s film editorial campaigns proving successful online social platforms such as Instagram, youtube and vimeo, we wanted to follow similar principles to make sure that the consumer is interested in engaging with or even buying the garments. There for, we used a majority of the day for capturing some beautiful scenic shots, against natural backdrops such as coastal key - Blakeney and The Gunton Arm’s. Experimenting with different camera angles, we tried to focus on different parts of the clothing such as the shoes, bag and suit. Satisfied with the shots, we headed back to the office to begin uploading the content onto Joe’s computer and begin the editing process.

165

Image Source: Creative Director: Liv Harrould, Film Maker: Joe Murrary, Model: Ellie Sayer

166

CAMPAIGN EXECUTION

T h i s f i n a l c h a p te r i s d e d i ca te d to p re s e n t i n g t h e f i n a l i ze d ca m pa i g n o u tco m e’s . W i t h s t ro n g v i s u a l s a n d s u p p o r te d a n n o ta t i o n s , t h i s c h a p te r w i l l h i g h l i g h t h o w t h e ca m pa i g n i s to b e l a u n c h e d fo r t h e re l ea s e o f S te l l a M c C a r t n e y ’s 2 0 1 9 A u t u m n W i n te r W o m e n s w ea r co l l e c t i o n . W i t h t h e m a i n i n te n t i o n o f t h i s ca m pa i g n b e i n g to o u t l i n e M c C a r t n e y ’s o n go i n g co m m i t m e n t s to s u s ta i n a b i l i t y, t h e fo l l o w i n g pa ge s w i l l s u p p l y t h e co n s u m e r w i t h a n i n - d e p t h o v e r v i e w o f h o w t h e ca m pa i g n w i l l l o o k o n l i n e t h e b ra n d s d i g i ta l p l a t fo r m s .

167

SEEDING & SNEAK PEEKS

GENERATE HYPE

Just like any other digital advertising campaign, most companies like to drop hints or publish sneak peeks on to their social media platforms to get their consumers excited for their up-coming campaign. To follow on this tradition, this campaign will do the same, by dropping a sequence of ‘behind the scene’s’ and ‘sneak peek’ pictures and video’s at least a solid month before the official launch date. By seeding these elements a couple a month or so before the official launch date, it acts as a great way to entertain a consumers attention into wondering what the brands going to release next. In order to reach a large audience, Stella McCartney will publish a variety of both moving and still imagery on to their Instagram page to monitor how well it performs on a daily basis. By doing this, the brand not only gains a clear understanding on what the consumers are interested in but how many people are viewing it on a daily / weekly average.

ENGAGE CONSUMERS

GAIN INSIGHT

168

169

170

STELLA MCCARTNEY’S INSTAGRAM PAGE Acting as Stella’s largest audience base, the brand will utilize their Instagram channel as one of their main advertising mediums. With a total of 4.7 million followers, publishing content onto their Instagram account is a critical part for this campaign for generating discussion and hype. In order to successfully engage a consumers attention, the published content will be broken into a series of different shots from both scenes of the film, showing a wide variety of different imagery. On the official campaign launch day, there will be a specific upload published and titled ‘NEW IN, WATCH NOW’ to fully engage the consumers attention, where they then have the option to click through the direct link in their bio to find out more. With the fashion film being a maximum of two minutes long, the full film will eventually be published (a week or so after the original launch date) to reach a large audience.

171

WEBSITE HOMEPAGE

With the campaign being a digital advertising film, visible on all social and digital platforms, the brands most important channel to utilize is their website. As the main hub for educating their consumers on the campaign, the website will feature the most amount of content hosted on the project from the campaigns main message through to the clothing outfit links. To the right is a manipulated image that I mocked up on Photoshop to show how the campaign would feature on the landing homepage. With Stella McCartney featuring all her newest projects on the homepage, this campaign will do the same and will be begin playing the film sequence after 5 seconds after clicking through to her website. Eager for every landing consumer to be educated by Stella McCartneyâ&#x20AC;&#x2122;s on going principles to sustainability, the film will hopefully visually engage the consumer into watching the whole film.

172

173

174

175

176

YOUTUBE VIDEO

With the campaign being visible on Stella McCartneyâ&#x20AC;&#x2122;s website and Instagram, the third and final most important platform to feature the campaign on is - Youtube. With an average of 1 billion active users per month, the film will definitely gain media attention, with the potential of reaching anybody around the world, 2. Opting for a simplistic and minimalistic thumbnail image, I picked an image that I thought best summarised the campaign. Choosing a still from Strong Stella Girl scene on shoot day 1, the image highlights her strong personality and bold presence.

177

BANNERS AND ADâ&#x20AC;&#x2122;S

In extension to the film being published on all leading social media platforms, its important to gain a consumers attention from those who may be unacquainted with Stella McCartney. With the hope of this campaign being to attract consumers into buying sustainable luxury goods and gaining an understanding into sustainable and ethical principles, a series of promotional banners and ads will be visible online Facebook and other social media platforms. To highlight what the banners would look like, I decided to create a mock-up on Photoshop which shows the campaign imagery online social media platform facebook. As you can see, I decided to include an upload by Stella McCartney themselves alongside a small advertisement which features on the edge of the page. By hovering over each individual image, the consumer is able to tap the content and be directed through to Stella McCartneyâ&#x20AC;&#x2122;s website.

178

179

180

WRITTEN, CREATED AND CONSTRUCTED BY LIV HARROULD

181

182