Book 2/7 Concept Development and Process Book

Page 1


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.



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