Mia Vickery Creative Marketing
Teamwor k Portfol io
Macro Trend Project In this project we were to do research on what trends may arise for Autumn/Winter 2019 by looking at larger influential forces such as Politics, Sustainability, Consumer attitudes, Technology, Visual culture and Product innovation.
Due to my partner dropping out of the course I was left to decide the theme for myself. I named the project ‘Changing Perception’. What I found prevalent amongst my research was that we are in a time of change and it is happening fast. We are advancing so much that we
Feel the need to let go of old perceptions and are starting see the world in a different way. And I think it’s for the better.
Our beliefs are shaped around what we think is good or bad. Our beliefs change over time because how we perceive things also changes. In Concept 1: ‘Simply saving the planet’ I focused mainly on our approach to the environment and how we are now using our resources for good. Whereas in the past we have created products with no thought gone into the after affects of the product life cycle, now we are starting to see the harmful side effects and we don’t like it. It is evident in all 3 examples that they play off old ideas but with a better intention behind them.
In concept 2: ‘Opening our eyes’, I played on a metaphorical meaning for using our eyes. In the art show the only way for it to be effective is to use your eyes as it changes the way light enters them and let’s you see things in a different way. The same applies the ideology of the sex blanket not being taboo and young people thinking it’s trendy to be involved in politics. We’re now seeing things in a different way.
Promotional Film project In this project we took inspiration from the macro trend project. Based off of that we were to choose a brand which best portrays the same values and create a 50 second promotional video. As I was late in joining the course I teamed up with a group which had different ideas to my macro trend project, however it didn’t inhibit my partaking in giving ideas and direction to the vision of the fashion film.
The brand that we chose is Urban Outfitters. It fit very well into the vision we had based off of our inspiration board colours and keywords. The main keywords from our moodboard were
Diversity, Creative, Change and Equality.
Urban Urban Outfitters Outfitters fashion fashion film film Although we were assigned roles, we all took part in giving direction, filming, styling and modelling. We looked at other promotional videos such as Gucci, Topshop and Adidas for inspiration. We liked the idea of close up shots, using fast pace short cuts and vibrant backgrounds.
We chose Shoreditch as the main location which we thought best described our direction which was fun, creative, youthful and a little unpredictable. We made it a point to use models which have diverse features and style.
References https://www.dezeen.com/2018/12/20/studio-bark-cork-studio-recyclable-building-sustainablearchitecture/ https://www.dezeen.com/2017/04/24/cover-uses-computer-algorithms-design-prefabricateddwellings-generative-architecture/ https://www.dezeen.com/2018/06/29/period-sex-blanket-thinx-menstruation-taboo/ https://www.southbankcentre.co.uk/venues/hayward-gallery/past-exhibitions/space-shifters https://www.theguardian.com/politics/2018/nov/07/womans-place-is-in-elected-office-maywomen-mps-of-the-world-conference https://www.dezeen.com/tag/3d-printing/ https://www.pinterest.com