Katie Chubb, Georgia Sheehan & Olivia Montgomerie
American Apparel X Fleetwood Mac
4 8 10 12 14 16
Aims, Idea, Moodboards, Scamps The Big Idea Outcomes Insights & Route to Consumer Mock Ups Timeline & Consumer Journey
Our Brief. Task Create a campaign to reclaim American apparel as forward thinking, creative and different from the beige world of wardrobe basics. Convince the consumer that they are different. Consumer The young cool kids Big Idea Playfully capturing the cast off intimate moments of youth Creative Concept We want to capture our love for the artistic format of music and re-imagine some classic album covers for the American Apparel generation. The album cover used for inspiration is Fleetwood Mac, Rumours. Taking elements of the cover and reimagining them in 2015 and for an American Apparel consumer, such as the hanging balls, the positioning of the Woman and the crystal ball. As well as playing with the idea that Mic Fleetwood is a figure of the imagination. Setting A lazy Sunday morning spent in your bedroom, playing the guitar, chilling in bed, practicing your kick ass dance moves learnt the night before. Not taking life too seriously, having fun with yourself, and in capturing those priceless fleeting moments that represent the feeling of youth: no responsibilities, happy and free.
Shoot Itinerary 8:30: Meet at Livs - Finalise scamps, go through mood boards, check we have everything. -Drive to Topshop to get mannequin -Drive to Katies to get mattress 9:00: MEET IN BONNINGTON 9:40: Start setting up scene for photoshoot 10:00: MEET Sofia and Keiko outside Bonnington Brief models – poses, narrative, costume moodboard and brief 10:10: MEET Keiko outside Bonnington Brief Keiko – poses, setting, reference moodboards and brief 10:15: Hair, make up, costume for models. 10:30: GO INTO STUDIO and set up setting for BED SHOT. - Set up time lapse 10:30: Brief photographer – lighting, crop and narrative moodboard and brief 10:30: 1st shot – the bed (Millie) *kissing mannequin gif* **move mannequin, mirror, bed sheet, bring in guitar, switch angle from birds eye view to middle shot** 10:40: 2nd shot – the guitar (Julia) *strumming guitar gif* **leave mannequin, bring in sheet for model, change camera angle** 10:50: 3rd - dance shot (Keiko) *dance move gif* Job roles: Art directors - Georgia and Katie Model director - Liv Copy writer – ALL Props – Georgia and Katie Hair and make up - Models Post production – ALL
Scamps
‘Playfully Captu Intimate Mome
turing Cast-Off ents Of Youth’.
Campaign Series of 3 Adverts
Series of crops: Banner, square, and side ad.
Behind the Scenes
(Please click image to play) - Timelapse - Behind the Scenes on YouTube & Video blogs.
Polaroids of behind the scenes on Blogs & Instagram
(Please click image to play) Behind the scenes on Snapchat story.
Outdoor
Outside the store
Billboards
1. Timelapse of behind the scenes, also on youtube and video blogs. 2. Polaroids of behind the scenes. 3. Promoting blogs that are posting American Apparel’s press release and documenting the new campaign process. 4. Full campaign advert released. 5. Crop version of campaign series released.
Twitter Account
Instagram Account
(From bottom right to top left)
Recycling information posted on instagram to promote again on American Apparel twitter with links to videos and blogs.
6. Zoella video blogging about the new campaign. 7. Outside the store advert. 8. American Apparel snapchat to scan to add. 9. Snapchat fun selfie filter especially for American Apparel promoting the #AAyourownway
Snapchat Selfie Filter
Social Media
nway #AAyourow
GIF posted on Instagram, website, youtube and blogs.
Print Campaign
nway #AAyourow
ast-off c g in r u t p a Playfully c f youth. o s t n e m o intimate m
Print Ad Campaigns in i-D Magazine
Online Advertising
Deezer account featuring playlists played in store. Follow, subscribe, download and listen offline.
ASOS Homepage
American Apparel Mobile Phone Website.
Amazon homepage
Ebay Homepage
i-D Magazine Homepage
American Apparel Homepage