LXFM 740 | VISUAL NARRATIVE FOR CONSUMER ENGAGEMENT | WINTER 2020 PROF. SARAH COLLINS BY ZIYI WANG
MICROFILM PROJECT
TABLE OF CONTENTS
EXECUTIVE SUMMARY
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BRAND OVERVIEW
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BRAND HISTORY
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MISSION STATEMENT
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BRAND POSITIONING
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BRAND AESTHETIC
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TARGET CUSTOMER
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CURRENT MARKET ADVERTISING
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DESIGN PROCESS & DEVELOPMENT
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CHOOSING PRODUCTS
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DRAFTING IDEAS
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DRAFTS
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FINAL EFFECTS
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MICRO-MOVIES DISPLAY
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EXECUTIVE SUMMARY This project aims to create visual works for the brand’s social media platforms to attract target customers. The brand I chose is the sustainable fashion brand -- Stella McCartney, and the campaign I selected from is Stella Spring 2020. This campaign embodies Stella McCartney’s love for nature and highlights the naturalness, freedom, and modernity of women, from which I chose six new products to create a series of gifs. To create visual works that highlight sustainability and aesthetics, the purpose of the project is to show and lead potential customers that the products of Stella McCartney can be both sustainable and beautiful. The series of gifs are for digital advertising that features on Stella McCartney’s website and social media platforms.
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BRAND OVERVIEW
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Stella McCartney is a sustainable luxury fashion brand that was launched in 2001. The brand is named after the founder and head designer, Stella McCartney, who is brought up as a vegetarian by her celebrity family in London and the English countryside. For this reason, Stella built the brand to reflect her moralistic as using no fur, leather, or animal skins in her collections. The loyalty of Stella McCartney herself to sustainability made the brand is more than just another luxury fashion brand. The products of Stella McCartney include women’s and men’s ready-towear, accessories, lingerie, eyewear, fragrance, as well as kids’ products.
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BRAND HISTORY 1995 Stella McCartney graduated from Central St Martins.
1997 Stella McCartney was appointed the Creative Director of Chloe in Paris.
2001 Launched the brand named after Stella McCartney in a partnership with Kering.
2003 Launched the first perfume. “STELLA”.
2004 Introduced a long-term partnership with adidas. Designed costumes for Madonna, Annie Lennox, Gwyneth Paltrow and Jude Law in the film.
2005 “Stella McCartney for H&M” sold out worldwide in record time. Launched Adidas by Stella. McCartney.
2007 Launched the first luxury skincare range with 100% organic active ingredients.
2008 Launched a new lingerie collection which reflect a modern woman’s needs.
2009 Launched the 2 season collaboration collection for Gap Kids.
2010 Introduced the Falabella handbag and it became one of the best-selling item. Launched the first Kids collection for newborn to 14-year-old child.
2011 All sunglasses adapted eco-friendly ethos.
2012 Stella McCartney was appointed Team GB’s Creative Director by Adidas For the Olympic Summer Games in 2012.
2014 Launched the 2014 London Stella McCartney Green Carpet Collection--a sustainable eveningwear collection.
2015 Launched Stellasport, a brand new range in partnership with Adidas for action girls.
2016 Launched the first Menswear Collection. Launched the first Swimwear Collection. Launched the new fragrance “POP” for a new generation of women. Stella McCartney was appointed as Team GB’s Creative Director by Adidas for the Summer 2016 Olympic Games again.
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MISSION STATEMENT We are committed to always being responsible, honest and accountable today, with a positive impact on people, the planet and all its creatures so that we can protect it for tomorrow. Our sustainable vision is guided by and accountable to our bold values – making every action count, inspiring trust and celebrating life. We are change agents; we are activists. We stand up and speak up for Mother Earth, our fellow animals and in solidarity with all humans. We strive to create the most beautiful, desirable products with the least impact on our environment. Our conscious values are also the inspiration behind our innovation. As industry leaders, we endeavour to create the most cutting-edge materials and animal alternatives, continuing to push towards circularity and being fully transparent by developing tools to measure and report our impact.
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BRAND POSITIONING
Due to the brand’s mission statement to sustainability, Stella McCartney is in a one-of-a-kind positioning as a modern, feminine, luxury brand characterized by durable and eco-friendly fashion. Thus, sustainability and beauty lie at the heart of the brand’s identity, which runs through the whole product range.
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SUSTAINABLE
BEAUTIFUL
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BRAND AESTHETIC
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TARGET CUSTOMER The demographics of a Stella McCartney's consumer is typically a sophisticated, fashion-forward woman, aged between 25-45, who is willing to spend extra money for sustainable products. Also, the consumer must align with the brand's value.
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TARGET CUSTOMER PROFILE
Jessica Kim Age: 32 Gender: Women Job: Magazine editor Location: NYC, NY Economic Status: High class Fashion Style: Feminine and Modern She enjoys busy city life every day, but she also balances her work and life very well. She often takes her husband and children to the countryside on vacation to get close to nature. Besides, she is a big fan to fashion, and also support sustainable products,
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CURRENT MARKET ADVERTISING
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DESIGN PROCESS & DEVELOPMENT
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CHOOSING PRODUCTS
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DRAFTING IDEAS To connect sustainable fashion to nature, as well as present the comfort and freshness of Stella McCartney’s products within a frame, I decided to use collage to create a series of gifs. As to backgrounds, I put pictures of clothes, still natural sceneries, and matching color blocks together. The changing part is the clothes themselves, which show customers from different angles, like side, back, and front. At the end of every gif, a peaceful natural scene with the logo of “Stella McCartney” is shown to remind viewers of the brand. Besides, I would like to retain some traits of current market advertising, such as white space between products and background.
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DRAFTS
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FINAL EFFECTS Gif 1
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Gif 2
Gif 3
Gif 4
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MICROFILM DISPLAY https://youtu.be/JfNnj70oTtg https://youtu.be/-FKGOstrd4A https://youtu.be/5pyLHc8Krq8 https://youtu.be/_-YFXg_0Cs4
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LXFM 740 | VISUAL NARRATIVE FOR CONSUMER ENGAGEMENT | WINTER 2020 | PROF. SARAH COLLINS | BY ZIYI WANG