Stella Lash by Stella McCartney

LXFM 740: Visual Narrative for Consumer Engagement Professor Oscar Betancur By: Madison Ottenbacher This process book is published online.

Please note that this is an interactive PDF. A viewer guide is provided below.

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CREDITS CREATIVE DIRECTOR: MADISON OTTENBACHER PHOTOGRAPHER: DANIEL ROA ANIMATOR: NATASHA CÁNEPA

TA B L E O F C O N T E N T S PRODUCTION SCHEDULE HASHTAG SYNOPSIS MOOD BOARD STRATEGY ART DIRECTION STYLE FRAMES SHOT LIST STORYBOARDS MICRO MOVIES OMNICHANNEL STRATEGY

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SEPTEMBER

PRODUCTION SCHEDULE 10 RESEARCH BRAND MARKETING CONCEPT HASHTAG MOOD BOARD STYLE FRAME STORYBOARD PROPS STYLING LOCATION BOOK PHOTOGRAPHER PURCHASE PRODUCTS SHOOT EDITING ROUGH CUT FINAL EDITS WORK ON PROCESS BOOK FINAL GIF FINAL PROCESS BOOK

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SYNOPSIS SHE

DESERVES

LUXURY

SKY

IS

HER

SHE

IS

EMPOWERED

LIMIT

FROM

AND

BY

TO

FEEL

HEAD

TO

DRESSING BOLD

TOE. HER

AND

THE

LASHES

BEAUTIFUL.

MOOD

S T R AT E G Y INTRODUCE

STELLA

MCCARTNEY’S

BEAUTY

BRAND

LINE

EXTENSION TO THE CONSUMER. CREATE EXCITEMENT AROUND THE LAUNCH OF THE LINE BY SHOWCASING THE MASCARA’S UNIQUE CHARACTERISTICS, QUALITY AND ELEVATED STYLE.

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T H E D E TA I L S

LIGHTING

C O LO R

CAMERA ANGLE

STYLING

TYPOGRAPHY

A N I M AT I O N

MASCARA “SWOOSH” ON SCREEN

FLASHING REALISTIC LOOKING LIGHTS IN BACKGROUND OF TEXT

SWOOSH SHOULD SHOW MOVEMENT AS IT COVERS THE SCREEN REFER TO FRAME 4 IN STORYBOARDS

TYPE IN FOREGROUND IS IN AVENIR FONT IN “BLACK” TYPE STYLE (REFER TO SECONDS 40-42 OF VIDEO)

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STYLE FRAMES

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“LENGTH”

“VOLUME”

“COLOR”

SHOT LIST SHOT #

DESCRIPTION OF SHOT

PURPOSE

CAMERA ANGLE

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One mascara bottle closed One mascara bottle closed and one white brush head One mascara bottle closed, one white brush head and one blue mascara brush head One mascara bottle open and one brush head facing up One mascara bottle open, one white brush head and one blue mascara brush head facing up One mascara bottle open and one brush head facing down One mascara bottle open, one white brush head and one blue mascara brush head facing down One mascara bottle and one white brush head tilted toward each other.

One mascara bottle centered on screen One mascara bottle centered on screen. White brush head placed above. Both products shift down in straight line.

One mascara bottle centered on screen. White brush head placed above. Add a third brush head placed above last. All products shift down in straight line.

Add fourth white brush head to screen. Mascara bottle is almost not visible. Products shift down.

Add fifth and sixth mascara brush heads to screen. All products shift down. End with three brush heads in view.

One mascara bottle closed and centered on screen.

Add second closed mascara bottle.

Add third and fourth bottles to area. Shoot four closed mascara bottles on screen.

Add three mascara bottles to area. Shoot seven closed mascara bottles on screen.

Fill screen are with closed mascara bottles. All bottles shown staggered and centered around main bottle.

One mascara bottle closed and centered around visual area.

One paint drop covered closed mascara bottle.

More paint covers mascara bottle.

Entire area is covered with paint.

Stop motion swoosh to mimic mascara. Capture motion of swooshes going from left to right.

Hero Shot Hero Shot Hero Shot Hero Shot Hero Shot Hero Shot Hero Shot Hero Shot GIF 1 GIF 1

Bird’s Eye View Bird’s Eye View Bird’s Eye View Bird’s Eye View Bird’s Eye View Bird’s Eye View Bird’s Eye View Bird’s Eye View Bird’s Eye View Bird’s Eye View

GIF 1

Bird’s Eye View

GIF 1 GIF 1

Bird’s Eye View Bird’s Eye View

GIF 2 GIF 2 GIF 2 GIF 2 GIF 2

Bird’s Eye View Bird’s Eye View Bird’s Eye View Bird’s Eye View Bird’s Eye View

GIF 3 GIF 3 GIF 3 GIF 3 Mascara Swoosh

Bird’s Eye View Bird’s Eye View Bird’s Eye View Bird’s Eye View Bird’s Eye View

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STORYBOARDS

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GIF 2

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“LENGTH”

“VOLUME”

“COLOR”

MICRO MOVIES

LENGTH

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VO LU M E

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C O LO R

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HERO SHOTS

O M N I C H A N N E L S T R AT E G Y

I N S TA G R A M

TWITTER

FA C E B O O K

HARPER’S BAZAAR

BEAUTY