Katie Johnson
final major project brief
The campaign concept was creat ‘It ’s All About Me ’ , in which I exp discovered my own personal developed a stronger sense of my voice. This allowed me to build a this campaign. The process help throughout my personal identity nostalgia , overconsumption, high use them to produce a concept driven. While the campaign is tail ethos, it is also intended to be a r fusion of personal and brand a unique narrative perspective, ba genuine storytelling.
ed during my previous trimester, plored my personal identity and brand. Through this project , I y own creative identity and brand a foundation for the direction of ped me to identif y key themes y that are central to who I am, street , summer, and styling, and that felt authentic and purpose lored to fit within Mango’s brand reflection of my own journey. The alignment gives the campaign a alancing industry relevance with
One of the core themes underpin campaign is nostalgia , particularly th nature of fashion trends. This idea exp past styles continuously resurface reinterpreted by younger generations, that is increasingly visible in today ’s tre especially within Gen Z fashion cu campaign leans into this revivalism, r vintage inspired looks through a mo minimalist lens.
nning the he cyclical plores how and are a pattern end cycles, lture. The reimagining odern and
This concept also stems from concerns surrounding fast fashion the speed of trend turnover drive social media platforms. I find overconsumption culture of m trends to be unsustainable creatively limiting. The nostalgic th of the campaign supports this vi reminding consumers that fashion not need to be new to be meaningfu
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My target audience for this campaign is particularly women aged 18 to 25. This de supported by previous research I conducted revealed a gap in Mango’s current m strategy, they have yet to fully enga demographic. Gen Z values transp sustainability, and individuality. They are d fashion brands that speak to them visua emotionally, often responding well to cam that feel nostalgic or vintage inspired. By Mango’s established brand image with emotionally driven, visually expressive co aim to speak directly to this audience in relevant and compelling way.
Gen Z , cision is d, which marketing age this parency, drawn to ally and mpaigns aligning h more ontent , I a more
From a brand management perspectiv campaign involves the strategic alignm multiple elements, creative direction, identity, consumer behaviour, and content d Brand management is more than just aesthe about maintaining the consistency and cla brand’s message. For this reason, I will ens every element of the campaign, from loc model selection to styling, contributes Mango’s current brand image and its ev toward a younger audience.
ve, this ment of visual delivery. etics, it ’s rity of a ure that ation to to both volution
A significant portion of the research for th draw s from the detailed analysis I carrie Mango during my previous project ‘It ’s Me ’ . This included a breakdown of the values, visual styling, tone of voice, a media output . What I found was that wh had strong brand recognition and a c identity, their online presence, particu Instagram, lacked engagement and person
Many of their posts felt overly curate polished, and disconnected from the spo story driven nature of Gen Z content . In their Instagram feed looked like a repli their website rather than a space for community building.
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ed out on All About eir brand nd social ile Mango consistent ularly on nalisation. ed, overly ntaneous, n essence, ication of r creative
My campaign will seek to strategy by introducing personality, and more beh that allow the audience to on a human level . The primarily take place on In remains dominant in the and one that Gen Z often brand discovery. I will cur includes a mix of polish informal , behind the scen the campaign’s process an
reimagine Mango’s social
g more narrative, more hind the scenes elements
o connect with the brand promotional rollout will nstagram, a platform that fashion marketing space n uses for inspiration and rate a campaign feed that hed editorial images and nes content that reflects nd authenticity.
The final campaign outcomes will be in e image format , designed to mimic high magazine spreads, online campaigns, and content carousels. Alongside this, I will also Instagram mockups and digital visuals tha how the campaign could be translated into M current marketing channels. The visual tone minimalist , sunlit , and emotionally resonant with Mango’s Mediterranean inspired heritage.
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In terms of creative plann tools to develop and re These include mood breakdowns, and AI ge planning tools will help m identity throughout the ca as creative checkpoints t process. Planning each loo the overall style consist outcomes work well togeth
ning, I will use a variety of fine my visual direction. boards, colour palette enerated visuals. These maintain a clear aesthetic ampaign, while also acting hat guide the production ok carefully will help keep ent , so all of the image her.
During the final weeks of my previous trimeste trial shoots, both in studio and on location. Th visual experiments, allowing me to test ideas for and lighting, and more before committing to fin One of the main successes of these trial shoots to visually communicate the nostalgic theme of I styled garments that clearly referenced past including vintage cuts, silhouettes, and acce photographing them in ways that made them fee editorial . However, these trials also reveal improvement . While I was personally drawn to th location I initially used, due to its personal signi realised that it did not align visually with Mango identity. The rustic setting, although nostalgic in lacked the warmth and elegance that Mango’s M aesthetic is known for.
er, I conducted hese served as styling, poses, nal production. was my ability the campaign. t fashion eras, essories, while el modern and ed areas for he countryside ificance, I later o’s core brand n its own way, Mediterranean
Similarly, my original model choice, while countryside theme, didn’ t visually match the model casting. These reflections led me to rea areas of the campaign. Moving forward, I have refined my locat selection to better represent Mango’s brand to I have chosen West Kirby Beach, a place personal meaning to me, having spent much there. It also fits Mango’s warm, natural ae light , space, and an organic backdrop tha campaign’s emotional tone. The decision allo my personal identity with brand consisten campaign both authentic and on brand.
suitable for the e brand’s typical assess several key tion and model one. For location, that holds deep of my childhood esthetic, offering at enhances the ow s me to merge ncy, keeping the
For my new model , I have select Cooper, someone who I’ve worke successfully in previous projects. Erin toned skin and dark features reflect Mediterranean influence, and her com front of the camera allow s for exp posing and direction. Her casting en the overall believability of the campa supports my goal of producing high editorial visuals.
ted Erin ed with n’s olive Mango’s mfort in pressive nhances aign and h quality
In terms of styling, I w approach by sourcing charity shops and re own. This aligns with overconsumption mes authenticity of the approach presents a c selection of pieces I c pushes me to be mo creative choices.
will adopt a sustainable g garments from local using items I already h the campaign’s anti sage and adds to the styling. While this challenge, limiting the can work with, it also ore intentional in my
The colour palette of monochromatic and mostly of black , white, This minimalist palet Mango’s brand identit timeless editorial look photograph well in na blend in with the sandy my beach location.
the styling will remain neutral , consisting beige, and soft tones. tte ties closely with ty and also creates a k . These colours also atural lighting and will y tones and open sky of
My location shoot is scheduled to take on a sunny day, as natural light is a key element in Mango’s campaigns. The ambient lighting will help enhance relaxed, sun kissed tone of the image reinforce the summer inspired narrat the campaign. I will also experiment different compositions, from clos portraiture to wide landscape shots, in to create a diverse and dynamic s visuals.
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To support the develo direction, I will comp throughout the proce poses, setting, and ligh references will help gu day, ensuring that it ru ensure that the ou storytelling that I want
opment of my creative pile visual references ss. These will include hting inspiration. These uide my shoot on the uns smoothly, and also utcomes reflect the to convey.
For my studio shoot , I won’ t have the b of a location setting or natural lighti create depth and atmosphere. compensate, I plan to focus on s editorial style poses and make subtl impactful changes to the styling. I will c a moodboard of visual references to the creative direction and ensure consis with the editorial aesthetic. I will also co a style trialling day, where I can test ou styling looks for the shoot prior, in order prepared.
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To add drama while staying true to M minimalist brand identity, I’ll enhan model’s hair and makeup, opting for b slightly darker makeup and voluminous
Mango’s ce my bolder, hair.
In terms of styling, I’ll experiment layering and texture to bring visual in and dimension to the images. The pos be more defined and assertive, but ca considered so they remain aligned Mango’s clean, refined aesthetic. The k be to strike a balance, introducing through styling and direction w overpowering the brand’s under elegance.
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When approaching the post production stage of m aim is to subtly enhance the imagery while mainta with Mango’s minimalist aesthetic. I plan to adjust apply filters that evoke a nostalgic mood, carefully impact with simplicity. It ’s important that the fin appear overly processed, as this would detract brand’s clean aesthetic and the authenticity of the celebrate the natural beauty of the model an ensuring that any enhancements feel intention Editing techniques I intend to explore include add texture to mimic the quality of film, gently enhanc features to maintain clarity and focus, and applyin filter that subtly introduces warmth and depth. Th designed to evoke a sense of familiarity and emotio the overall look polished and brand appropriate. Ultimately, the goal is to create outcomes that fe cohesive, images that not only reflect my creativ also resonate with Mango’s evolving brand nar considered post production, I aim to reinforce modern balance present throughout the campa visuals that are emotionally engaging.
my outcomes, my aining alignment the lighting and balancing visual nal edits do not from both the e shoot . I want to nd the location, nal and refined.
ding a soft grain cing my model’s ng a film inspired hese choices are on while keeping eel timeless and ve direction but rrative. Through e the nostalgic ign, resulting in
