say hello azza fahmy summer 2013
We plan to create a campaign that speaks directly of the inspiration behind Aminas new collection. One that promotes engagement. One that has a deeper story than merely the wallpaper like effect of model with ring, necklace and bracelet that appears in so many magazines. One that introduces the brand to a younger international audience... a campaign that warrants further investigation. The common thread is the graphical representation of the lotus flower - an ancient symbol of creativity, the sun, rebirth and creation. It closes at night and sinks underwater. In the morning it re-emerges and blooms again.
Black and white Lomography simplicity
metaphorical natural organic
The campaign will be told as part of the seasons theme but live and breathe way beyond it
minimalist sensual striking
shareable engaging deeper than...
The collection re-interprets some of the core AF themes and inspires us to look at how a marketing campaign can look at talking to its audience and conveying its message in a new way too. It will be shot and produced within the stated budget but can be amplified and extended easily. A social element to make this affordable and shareable is planned for this: to send the jewellery out into the world capture the results film the happening literally take the collection ON a journey of creation
Naming will be a early part of the process of working with you. We have been lucky enough to have a microbrainstorm(!) with Amina and present within this document our preferred names that were inspired by that talk. of course these too can evolve...
The new collection from AZZA FAHMY
With every year we welcome the light and wake again With birth of spring amongst natures creations I am inspired I begin my journey once again... new perspective evolved position new audience & viewpoint (international) rebirth & renewal adding colour
montage effect inspired by nature itself ... & shot amongst it! necklace drapped over the branch of a budding tree through the leaves rings shot on the stem of grasses, stacked and swaying with the wind large necklace coiled around the leaf of a lotus all spritzed with morning dew
The new collection from AZZA FAHMY
I will rise be renewed I will be reborn everyday from here I evolve
a young audience profile a deeper story a different marketing experience azza fahmy amplified collaborative celebratory creative journeys
keep it simple black & white main image
and supporting “backstory” detail promote exploration online feature the item the best “group created image” & the creators themselves
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cities of regeneration working with student groups photography groups & life restarters international collaborators in return for portfolio piece/namecheck
Next? as the brief states, we believe we have “...a concept that will appeal for our core target and is inspirational for extended target by creating a ‘different’ experience” The deliverable will all feature relevant calls to action and the elements be scaled up or down dependent upon its media space: • • • • •
Ads visuals (multiples DP & SP) Online banners (artwork for 3 main sizes) E-communication Planning and executing the photo/video shoot Website banners
If engaged on ths campaign we can enter into planning asap to make this happen and launch in a sensible timeframe
Thank you