TEAMWORK PORTFOLIO
Fรกtima Ezzeddine Mayo
U1711832 FT4101: Creative Marketing
Module Leader: Melanie Plank
TREND FORECASTING
OVERVIEW
For this project we had to create a macro trend presentation, taking inspiration from trend forecasting sites such as WGSN. Our project’s title was New Future. We chose that title as a way to transmit innovation and new perspectives on current affairs. We also focused on millennials being the future earners and creatives of the world. Following that concept, we chose millennial pink as the background colour for the presentation. Our image source was mainly Pinterest as we had to create our own Pinterest board for inspiration, but we also followed different trend report articles to find the most fitting content. Furthermore, we divided different concepts of the macro trend presentation: Shanice covered technology, Beatrice and Fenella did art & design, Derrick researched politics and I did consumer attitudes. We all worked individually and then tried to come up with three recurrent macro trends that we thought could be fitting to our “New future” concept and that we found interesting overall. I was in charge of putting the presentation together, merging everyone’s ideas and content to create a cohesive macro trend representation, as well as coming up with my own content and ideas. The communication within the group was not perfect, as people would sometimes not reply and we had to wait for them to send in their work until late. Shanice and Fenella were quite active during the work process, however, Derrick and Beatrice were often MIA. Nevertheless, they did their part of the presentation and contributed as it was expected.
MOODBOARD
https://www.pinterest.co.uk/ezzeddinemayo/consumer-attitudes/
PRESENTATION Minimalism
Virtual experience
Social karma
VIDEO CAMPAIGN
OVERVIEW
For this project we had to create a video campaign for a brand of our choice, with a concept from our previous macro trend presentations. Our first idea was to display the hectic life of a millennial, as most macro trends focused on millennials and their lifestyle. We then thought it would be a good idea to make the overall theme “minimalism”, as it seemed to be a very big current trend. We chose Shoreditch as our shooting location, as we wanted to display a contrast between the colourful graffiti and the monochromatic outfit, to highlight the minimalistic feel of the clothing. We designated Boohoo as our brand because it is trendy but they also have a minimalistic feel. We also included wide panning shots to set the location clearly, make the pace slower and make the beginning and end cohesive. The video was filmed and produced by Cal, Derrick and myself. I was the director of the project, in charge of tasks such as organising the filming schedule and communicating with every member of the team. I also helped with editing and filming and was responsible for renting the necessary equipment. Cal was the assigned camera-man, he also was in charge of editing and sound. Derrick was the designated model and also helped with the editing process. They both were very easy to work with and they also contributed with the creative process during the shoot. Doug was in charge of producing the shooting schedule and the set list, as he stated that he couldn’t be more present due to external circumstances. He was still responsive and did offer his help to the team, which was good. Lily did the storyboard and Charlotte created some graphics and other content that wasn’t used. There was a clear division within the team and the task division was not equal in any way.
CAMPAIGN VIDEO
AR DESIGN
OVERVIEW
For this project we had to create an AR animation for the cover of a magazine of our choice using the Blippar app. I chose the Elle (October 2017) cover with Rihanna, as I thought it was a very clear and graphic front cover with different elements that could be used successfully when creating the AR design. We created a user journey board and a mood-board to base off our project. For my mood-board, I took inspiration from the cover itself and the pictures found inside the issue. To accompany the edgy graphic feel I chose some drawings that I thought went well with the concept. Moreover, Elle readers are teenagers and young adults that are interested in trends, fashion and celebrities, so I kept that in mind. Furthermore, the concept I pursued was to provide Elle readers, and mostly Rihanna fans, with an insight of the issue, providing pictures and comments from the interview found inside the magazine. Due to that, the AR design I created focuses around her and what she does: fashion, music and her brand Fenty Beauty. I tried to make the animation dynamic and very graphic, with different elements such as pictures and text. My vision was also to make the pace of the animation go along with the music I have chosen. We worked individually for this project, which had its advantages and disadvantages. The work amount was considerably bigger, however, the creative freedom was bigger than in any other project.
MOODBOARD
AR DESIGN
Code: 672352
REFERENCES
Portfolio layout: Bloglovin’, 2014. Kireei, Cosas Bellas. Suculentas. Available at: https://www.bloglovin.com/blogs/kireei-cosas-bellas-711576/suculentas-3468911591 Murals Wallpaper. 2017. Teal, White and Blue Marbleised Wallpaper Mural. Available at: https://www.muralswallpaper.co.uk/shop-murals/teal-white-blue-marbleised-wallpaper-mural/ HARMONY AND DESIGN, 2016. Texturas que me enamoran. Available at: http://www.harmonyanddesign.com/2016/07/texturas-que-me-enamoran.html?m=1 Trend forecasting: Pinterest, 2017. Consumer attitudes feed. F. Ezzeddine. Available at: https://www.pinterest.co.uk/ezzeddinemayo/ consumer-attitudes/ Typeverything.com, 2015. Change the Game, mural by Stephen Powers. Available at: https://www.bloglovin.com/ blogs/typeverything-3918244/typeverythingcom-change-game-mural-by-stephen-4414259716 Adriano B. 2017. Fucking Young! Available at: http://fuckingyoung.es/freedom/ Fashion Vignette. 2016. TRENDS // PATTERNBANK - KEY PRINT TRENDS. SS 2017. Available at: https://www.bloglovin. com/blogs/fashion-vignette-2437575/trends-patternbank-key-print-trends-ss-2017-4734026453 Karolina York. 2016. “Dear Mr Maticevski” by Gary Pepper Girl x Zanita. Available at: http://karolinayork.tumblr. com/post/118682160689/dear-mr-maticevski-by-gary-pepper-girl-x-zanita Video campaign: Wikihow. 2016. How to Draw a Newspaper. Available at: https://www.wikihow.com/Draw-a-Newspaper Roberthurstgroup, 2015. Available at: http://www.roberthurstgroup.co.uk/job/duct-erector-mate-shoreditch/ They all hate us. 2017. Available at: http://www.theyallhateus.com/page/12/ i-D. 2017. our fave spring/summer 17 campaigns so far. Available at: https://i-d.vice.com/en_uk/article/bjnxja/ our-fave-springsummer-17-campaigns-so-far AR design: Revolving style. Instagram. 2017. Available at: https://www.instagram.com/revolvingstyle/ Elle, 2017. Rihanna Is ELLE’s October 2017 Cover Star. Available at: http://www.elle.com/culture/celebrities/ a12188517/rihanna-elle-october-2017-cover-reveal/ Elle, 2017. The totality: Rihanna. Available at: http://www.elle.com/culture/celebrities/a12119568/rihanna-the-totality-cover-story-october-2017/ de zeen. 2016. Kailu Guan shows augmented reality apparel at New York Textile Month. Available at: https:// www.dezeen.com/2016/09/09/kailu-guan-kg-projects-augmented-reality-clothing-graduate-fashion-design-parsons-new-york-textile-month/ Total VR And Technology . 2017. Available at: http://totalvr.co.uk/buy-3d-vr-box-virtual-reality-mobile-phone3d-movies-adjust-cardboard-vr-box-for-iphone-6s6-plus-samsung-galaxy-s5s6note4note5/
fin