OLIVIA EGGINGTON 1908042
INTRODUCTION THIS CONCEPT DEVELOPMENT AND PROCESS BOOK IS THE DIGITAL VERSION OF MY PHYSICAL SKETCHBOOK (SOME PAGES ARE PICTURES TAKEN FROM MY SKETCHBOOK). PLEASE SEE PHYSICAL SKETCHBOOKS ON VIDEO. IT DEMONSTRATES THE PROCESS, CONCEPT AND DEVELOPMENTS OF COLLECTING MY PRIMARY IMAGERY TO SUPPORT MY FINAL CAMPAIGN. I HAVE UNDERTAKEN 7 PRIMARY SHOOTS, AND THIS BOOK FOCUSES ON THE DEVELOPMENTS I HAVE TAKEN UPON REFLECTING ON EACH SHOOT. IT ALSO FOCUSES ON THE CONCEPT AND INFLUENCES BEHIND MY SHOOTS.
STYLING WORKSHOP THE FIRST SHOOT I UNDERTOOK WAS A STYLING WORKSHOP LED BY TONY GREEN. IN THIS SHOOT WE WERE ENCOURAGED TO BE HIGHLY CONCEPTUAL WITH OUR STYLING AND THINK OF NEW AND CREATIVE OUTCOMES. I FOCUSED ON DEVELOPING THE EARLY DEVELOPMENTS I DID AT THE END OF MY 360 CAMPAIGN, CONSIDERING HOW I COULD PROGRESS THEM. THEREFORE, I DECIDED TO FOCUS A LOT ON LAYERING AND THE PLACING OF GARMENTS IN UNUSUAL WAYS TO ADD TO MY STORYTELLING AND FOCUS ON NEW PERSPECTIVES AND WAYS OF STYLING IN THE FUTURE.
UPCYCLING INSIDE OUT
LAYERS
LABELS
VINTAGE
SPORTS BRANDS
FRAGILE
VULNERABLE
INSECURE
ATHLEISURE
INSPIRATION
CROQUIS
PRI MARY S HO O T W E E K 1 EXPLORING WAYS OF LAYERING ATHLEISURE / GYMWEAR AND CREATING UPCYCLED LOOKS. FOCUSING ON CREATING HIGHLY CONCEPTUAL STYLING AND IMAGERY. HEAVILY INFLUENCED BY THE 90’S AS IT WAS A HIGHLY PIVOTAL PERIOD FOR ATHLEISURE WEAR AND THE USE OF BRIGHT BOLD COLOURS.
LAYERING BRIGHT COLOURS DECONSTUCTION STREETWEAR
ANGLES 90’S GENDERLESS ROPES
SELF REFLECTION OVERALL, I AM HAPPY WITH MY FIRST TEST SHOOT AND THE OUTCOME DID COME OUT BETTER THAN FIRST ANTICIPATED. HOWEVER, AS IT IS ONLY A FIRST SHOOT I HAVE LEARNT THAT THERE ARE ASPECTS I WOULD LIKE TO IMPROVE ON. ONCE I HAVE RECEIVED DONATIONS OF SECOND HAND CLOTHING, I WOULD LIKE TO DE-CONSTRUCT MORE CLOTHING AS I THINK THE DECONSTRUCTED CLOTHING BEST REFLECTS THE UPCYCLED ASPECT.
ED I TE D P RI M A RY I M A G E RY
E X P E RI M E N T I N G W I T H
BACKG R O U N D S
EXP E RI M E N T I N G WI T H G Y M LOC ATI O N S H O O T S
EXPERI M E NT I N G W I T H G R A INED B ACKG RO UN D S
T YPICAL GYM SHA R K SHOOT L OCAT ION
EXPERIM ENT ING WIT H B OLD BACKGROUNDS
EXPERI M E NT I N G W I T H D I S TORT ED B ACKG RO UN D S
ADDING A SHADOW TO CREATE A 3 D EF F ECT
U S E O F A N O R ANGE BACKGROUND TO R E F L E C T R A E BURN AS IT IS A COL OUR U S E D A L O T WIT HIN HIS WORK AND BRANDING
E X P E R I M E N T I N G WIT H DISTORT ED B A C K G R O U NDS AS IT IS NOT S O M E T H I N G COM M ONLY SEEN IN C A MPAIGNS
E X P E RI M E N T I N G WI T H USING M ULT IPL E M O DE L S
R E F L ECT ING IT IS A GENDERL ESS I N CL USIVE CAM PAIGN
EX P E RI ME N T I N G W I T H P OSES AND ANG L E S
E X P ERIM ENT ING WIT H EDIT ING TO MA K E C O L OURS BOL D AND RIGHT
EX P E RI M E N T I N G W I T H WAYS TO DE M O NS T R AT E T H I S I S A HIGHLY I NCLUS I V E C A M PA I G N
F O C USING ON T HE M ESSAGE OF C O M M UNIT Y WHICH IS A KEY VAL UE OF G Y MSHARK’S
EXP E RI M E N T I N G WI TH LANDF I L L BACKG RO U N D S TO D E MO NS T R AT E TH I S AN I S S U E CO NCE RNE D W I T H O VE RCO NS U M P T I O N
E X P E RI M E N T I N G WI T H B L ACK AND WHIT E CONT RAST TO P O RTR AY T H E S E R I O US ASPECT S OF T HIS CAM PAIGN
EXPERIMENTING WITH
WHY ID? I CHOSE ID AS THE MAGAZINE BECAUSE IT IS THE MAGAZINE THAT MY TARGET CONSUMER WOULD MOST TYPICALLY READ AS IT IS HIGHLY FOCUSED ON GENERATION Z.
MAGAZINE COVERS
INSPIRATION
MOODBOARD
MODEL INSPIRATION BOARD
POSE INSPIRATION MOODBOARD
INSPIRATION
MOODBOARDS
TEST SHOOT 2
STYLING CLOSE UPS BOLD COLOURS 90’S ATHLEISURE
LAYERING
ELEVATED UPCYCLED FASHION
EMBRACING BOTH GENDERS
EXAGGERATED LOGOS
EXPERIMENTING WITH BILLBOARDS TO ADD TO PROTEST STORYTELLING
USING THE FACE AS ANOTHER STORYBOARD
EDITED IMAGERY
EXPERIMENTING WITH GYM BACKGROUNDS
EXPERIMENTING WITH LAYERED BACKGROUNDS
EXPERIMENTING WITH LAYERING ON TOP OF IMAGES
EXPERIMENTING WITH CREATING MOCK UP CAMPAIGNS
EDITED IMAGERY
MALE MODEL INSPIRATION BOARD
BLACK AND WHITE CONTRAST TO MAKE STYLING COLOURS BOLDER
GYMSHARK X RAEBURN COLLABORATION IMAGERY
USE OF BLACK AND WHITE ON SKIN TONE TO REFLECT THE FUTURE FOR HUMANS IS NOT BRIGHT
BLACK AND WHITE USED TO REFLECT THE PAIN WE ARE CAUSING ON OURSELVES
EXPERIMENTING
WITH BACKGROUNDS
FINAL SHOOT MOODBOARDS
FEMALE SHOOT INSPIRATION BOARD
CREATING MORE COMMERCIAL IMAGES
USING PROTEST BOARDS AND LAYERED CLOTHING TO PORTRAY THE ISSUES WITH OVERCONSUMPTION AND LANDFILL
EDITED IMAGERY
DE-CONSTRUCTED CLOTHING
LAYERED CLOTHING
EXPERIMENTING WITH BLACK AND WHITE COLOUR CONTRAST TO MAKE THE COLOURS IN THE CLOTHING POP.
USING SLOGANS TO PORTRAY MY CAMPAIGN MESSAGE ON PROTEST BOARDS
EXPERIMENTING WITH SPORTY POSES AND ACCESSORIES
FINAL SHOOT REFLECTION I AM REALLY HAPPY WITH THE FINAL OUTCOME OF MY SHOOT. I AM HAPPY WITH HOW THE DAY RAN AND IT WAS A HIGHLY VALUABLE EXPERIENCE COLLABORATING WITH OTHER INDIVIDUALS WITHIN THE INDUSTRY. I AM HAPPY THAT I HAVE IMAGES THAT CLEARLY IDENTIFY THE MAIN CONCEPTS OF MY CAMPAIGN: UPCYCLING, OVERCONSUMPTION ISSUES AND PROTESTING (AIMED AT THE GENERATION Z DEMOGRAPHIC). I AM REALLY LOOKING FORWARD TO FURTHER EDITING MY IMAGERY AND WOULD LIKE TO EXPERIMENT FURTHER WITH LAYERING, CROQUIS AND FURTHER DIGITAL DEVELOPMENTS. I AM ALSO REALLY HAPPY WITH THE QUALITY OF THE IMAGERY AND DEFINITELY THINK I CHOSE THE RIGHT LOCATION BECAUSE OF THE FACILITIES AVAILABLE. COLLECTING THE IMAGERY FROM A WHITE BACKGROUND IS ALSO ALLOWS ME TO EASILY EXPERIMENT WITH BACKGROUNDS AND CREATE TIM WALKER INSPIRED IMAGERY.