Final Photoshoot Brief

Photoshoot Brief New Codes

By Luke Owen

WIP

An Introduction

New Codes is the application of a marketing and communication methodology to streetwear brands transcending into the Metaverse. This methodology shows they can evolve their marketing and communications to accommodate a Generation Alpha consumer within a digital landscape. Looking at multiple market levels and catering different digital skills and techniques to these levels.

This is part of my final project at University, looking at breaking in to the fashion industry with my own identity and creative approach. Looking at exploiting the gap in the market for digital streetwear and how this can be created at a high end level, including brands like Yohji Yamamoto and Palace. The idea behind this project is to contextualise these brands in a digital fashion world, creating communication and marketing pieces that each brand could use to launch themselves in to the digital fashion world.

What we aim to achieve This shoot is a major part of my final outcome. This final outcome is the creation and narration of a digital fashion story looking at mimicking 3D generated fashion assets in the physical world via green screen technology. There are 3 aspects to this shoot, the creation of a fashion film, and a photoshoot during this, catching candid and prepped poses, and the final element is a behind the scenes video/ highlight reel containing the creative process behind the previous 2 elements.

Something that is important to me is capturing the real moments during this process, I think the fashion industry can be quite overwhelming and is over saturated with perfect or polished work, so throughout this project I’ve tried to show a more personal and sarcastic touch to my work, whether this is through my text or imagery. During the shoot there will be certain shots/ angles and poses that I know I want to shoot and that’ll be further on in this book. Although a lot of this will be free flowing and unstructured to create something that comes across and more relaxed and organic.

Reference Imagery This section will show inspirations and creation ideas that we’ll be taking forward in to the shoot. These images will range from existing lookbooks from the likes of Palace and Yamamoto and from other sources like magazines and social media.

Creative Direction & Filming During this filming, we’ll focus on certain aspects and angles that will consistently feature throughout the videos and photography. This page will show an idea of the this. Something that will be prevalent throughout the shoot will be shooting in a first person angle, showing a more involved and immersive experience throughout the video. This will include the behind the scenes shoot also.

Posing, even though we’re looking at creating a more candid and free flowing shoot, is still important for the photography of the shoot so this will also feature on this spread, as the streetwear fashion scene does have a specific style of modelling within it, that shall be shown here.

Styling The styling will be heavily streetwear based, looking at 3 key elements, these elements being monotone colours, Palace branding and layering that encompasses a lot of streetwear today. The images below show a variety of these and I think the creation of silhouettes through shapes and layering will be instrumental in the storytelling within the video.

Overview & Mock-ups To conclude, the end product will have aspects of all the moodboards created in either a video or still media format, but the key points that should carry forward are as following: A fluid and candid style, that isn’t too structured or robotic Use of environment and props such as supermarket trolleys and benches/ stools Consistent 1st person camera angles and natural camera movement On the next page are a couple of mock-ups with the green screen introduced to give a clearer visualisation of the final image. With styling, location and pose all taken in to consideration.