Initial Primary Testing

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L:mited Edition Visual Campaign INITIAL PRIMARY RESEARCH

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Introduction A guide to how I conducted my visual campaign and how it has evolved from my original campaign to my final product. I found my original shoot to be a great testing experience as I was able to compare different locations to see what best fit into my concepts to create my overall campaign.

Upon reflection I could have done lot more testing on my original shoot which is something I have carried froward to my overall final campaign. Following on from my 360 campaign I decided to create my campaign focusing on the importance of acceptance surrounding male mental health in the luxury streetwear market. The aim of my campaign is to shine a new light on luxury streetwear through building into a community of people sharing the same goal and putting an end to the stigma of talking about male mental health. My plan is to educate and cultivate the issues surrounding male mental health through creating a space to open up conversations and talk about the pressures faced within the industry. I hope that my project creates a sense of community and encompasses a voice to show that expression is versatile and that there will no longer be a default way in which one can express themselves.

Looking back at how I conducted my campaign and how I could take it further I realised that I needed to fill the gap in the market to conduct my message by juxtaposing the concept of streetwear and mixing it in with a less obvious background.

My intention is to create a campaign that pushes the boundaries of my work as well as juxtaposing the concept of streetwear with a secluded location. I will cover all aspects of my improved campaign and create a visual representation of the planning to back up my research, including mood boards, croquis, styling, test shoots and location. I plan to test my abilities and push the boundaries of my work whilst creating a strong and improved campaign to support my concept.

WHO wILL I USE?

The Strategy How I will improve my campaign and take it further To start with I broke down the different areas within my campaign, dividing them into location, model, styling, and testing.

Firstly, I projected back on to my original chosen location. And how I could improve this whilst moving forward. I originally chose Everton Skatepark, as I thought it best fit into my brand concepts. Skate culture has been a big influence throughout my fmp and brand so I thought at first shooting at a skatepark but would be the best location. However, looking back I didn’t take into consideration the prospect of skateboarders as they were an issue when shooting as they weren’t best pleased having a camera around and I found this to be a challenge. With my intention being to push the boundaries of streetwear I decided to develop my shoot by changing my location to something that you wouldn’t stereotypically associate with streetwear. I decided to juxtapose the two concepts and merge them into one. I wanted a local location that wouldn’t cause disruption. I found a local derelict church car park, which I thought would be the perfect location as it isn’t something you’d associate with streetwear and pushes the boundaries of stereotyping. I also had to consider the issue of shooting but knew I wouldn’t have the issue or disruption of taking pictures in a secluded location.

Colour was an aspect I wanted to bring into my shoot so originally at the skatepark I injected bright orange cargos mixed in with the graffiti location it was all a bit too much going on in one image. Which could definitely be toned down a little. Moving forward I want to inject colour still but on a smaller scale so it isn’t too in your face. My aim is to mute it town a little with more tonal shades with a pop of colour to represent positivity.

Another way I will improve my campaign is by testing beforehand, this was definitely a big downfall of mine throughout my original work, I didn’t do as much as I should have to ensure I was happy with the outcome. Moving forward I will test my styling in the studio to ensure I am happy with my clothes. I will also test out my new location and compare it to the first one to ensure it is the best fit and ties in with my brand concepts. Choosing a location that juxtaposes my concept of streetwear is something I will carry forward for my final shoot as I want to explore from a different angle and push the boundaries of my work.

In terms of model, I won’t be changing who I use as I personally was happy from the previous shoot. Due to the Covid pandemic I had a narrow selection to choose from. Originally my plan was to use 3 models, to include a range of diversity within my campaign. Unfortunately, however I was unable to do so due to coronavirus. The model I will use is Kit as he fits in well with my brand and also believes in my brands concepts. Which is importance to me. I also believe he contains a wide variance and shows complete transparency within his look. My model strongly believes in positivity and dressing how you want which is an important message that my brand aims to emit.

THE LOCATION As briefly touched upon before the location is a big part of my shoot.

Reflecting back upon what worked and didn’t work the location played a big part in this. My lack of research led me to my original location at the skatepark. With various problems due to the skateboarders I found it to be a challenge shooting there. The final outcome of the images I wasn’t best pleased with. There was definitely too much going on in one image, from all the bright colours to graffiti backgrounds.

Along with this the shoot was platitudinal and cliché. Moving forward my aim is to place proximity between streetwear and an unusual location, juxtaposing the two contrasting themes. I will visit the location and test shoot to make sure it is fit for my campaign, ensuring the lighting is right.

I think choosing a completely different venue to wear I originally picked will help further improive my campaign as it goes agaisnt the stereo typical conventions of streetwear as one would typically percieve.

Why did I chose this new location?

The first factor I wanted to consider was the lighting, with my shoot being outdoors I wanted to ensure the lighting would work and whether I would need additional lightening. Times of the day are also especially important when shooting in natural light as shooting in the afternoon/morning vs midday will make a huge difference in my final outcome.

This was a key factor when shooting as I needed to make sure the sun wouldn’t reflect on my images. I completed my test shoot at around 3pm as I knew the sun wouldn’t be too strong. I found this time to be perfect and was happy with how the testing images came out. The environment I was shooting in was also another factor that I had to consider. With my previous shoot having the distractions from the skateboarders I wanted to make sure I wouldn’t face any other distractions at my new location. The accessibility of the location was also important, I made sure I didn’t need permission to shoot there. I knew picking a location that is easily accessible for everyone involved will make things go much more smoothly!

Another reason I chose to shoot in an abandoned church car park is because it goes against the stereo typical conventions of a streetwear shoot. I decided to polarise my new shoot and execute it differently compared to my first, with the intention of juxtaposing the contrasting ideas to shine a new light on luxury streetwear.

How will I shoot the new campaign?

Taking my work further in order to complete a successful shoot for my visual campaign I will firstly conduct market research to help understand my market and to produce a successful campaign that aligns with my brand concepts. In order to create a strong campaign, I will concentrate on the relevance of my target market to communicate a strong brand message and values.

As part of my research, I will create croquis to help develop my styling and make sure I am happy with my final styling pieces. I will also create mood boards to break down my brand concepts and represent my visual ideas and communicate my brand concepts.

I will test shoot my campaign to ensure I have the right equipment that I will need, to test the lighting and to ensure I am happy with my final outcome. In terms of styling my croquis will help me to decipher what pieces will fit into my brand. Once this is decided I will test shoot the garments in the studio to develop and unfold my styling, showing complete transparency along the way.

My campaign will be shot in the daytime, using one model to convey my message of acceptance.

The Original Test Shoot What worked and what didn't?

Upon reflection there were several factors that didn’t work in my previous shoot. To beging with I think the location wasn’t right, I didn’t do enough planning or test shoot my chosen location to make sure it worked well. There was too much going on, from the colour to the background, the images turned out to be very chaotic. My aim throughout was to inject colour and push the boundaries of my work, however I think I went a bit overboard. The shoot itself I would probablt descrive as ‘ver loud’ with everything going on in one image. Moving forward I will plan my location and test shoot to ensure I don’t encounter the same problem. Another factor that didn’t work were some of clothes. Tieing into what I said about the lcoation the two seemingly clashed together, for example the orange cargos clashed with the colourful background.

However, in terms of clothes I was happy with the aspect of caargos being layered on the bottom half of my model as they connote my brand concept of protection. I was happy with the hoodie too as it contained the graffiti aspect of my work that I wanted to include. Moving forward in terms of clothes I will create croquis to ensure I am happy with the final products.

Another aspect that didn’t work was my lack of planning in terms of shooting I didn’t do a test shoot or test the clothes before shooting so moving forward, I will style the clothes in the studio and take test shoots at my new location to ensure I am pleased with my final campaign.

Protection Good Lighting colour clash gRAFITTI

ANGLES

Bold

Too many things going on at once

STANDS OUT

Testing

For this part of my primary research I have put together all my testing and styling I have completed in order to reach my final product. From moodbaords, to croquis and test shoots I have captured my journey and how I got to my final outcome.

style testing using layers

My brand sits in the luxury streetwear market and I wanted to test layering to add depth to my styling. I tested some different ways to style hoodies on my model to see if it could work within my shoot.

CROQUIS

I created croquis to help further my styling and see what pieces I wanted to use for my final shoot.

I found this really usefull as it helped me to narrow down my chocies and develop my styling.

With my styling I wanted my pieces to evoke a positive force and relate to my brand concept of acceptence.

I wanted to inject colour into my work as it pushed the boundaries of my typical styling as usually I am very monochrome.

I created croquis to help narrow down my styling pieces. I decided to opt for a tshirt with a quote on it as it fit into my brands message of acceptence. “ Kind people are my kind of people” I felt was really fitting.

I knew I wanted to opt for a style of cargos on the bottom layer as to me represents a form of protection which ties in with my concepts.

Again opting for a slogan t-shirt “ I know the world is my oyster and I can reach for the stars, in a gentle way I can shake the world”. conveys a positive message which is what my brand is about.

Sticking with the cargo theme without this was something I felt confident in usuin and knew I wanted to use in my final shoot.

I chose to style with a hoodie with graffiti as it fitted in with my skate culture, containing the graffiti aspect og my work. I felt the blue tied in well and juxtaposed the graffiti look combined with the cargo style.

I know hoodies are a big part and favourite of generation z, which is another reason why I chose as I wanted my styling pieces to corispond and coordinate with my consumer.

The same hoodie but from behind, as I wanted to really focus on the graffiti. I knew I wanted to test shots from behind too so knew having pieces with the focus on the back would be an important role wihtin my styling process.

The smiley face was anopther important factor whioch stood out to me as it connotes positity and is a symbol throughout my work, so thought that tied in nicely.

MOOD BOARDS A moodboard of activism agasint racism, showing the importance of ending the stigma surrounding racism in todays socity.

Racism, xenophobia and intolerance are problems prevalent in all societies. But every day, each and every one of us can stand up against racial prejudice and intolerant attitudes. Be a human rights champion

I created a moodbaord of Craig Green’s pieces to compare and infleucne my work. I find the way he styles his pieces to be very abstarct which I love. These images have helped me to develop my styling

A moodboard to show mental health and the importance of normalising the stigma surrounding it.

Researching into streetwear which is a big aspect of my brand concepts.

Looking into hoow streetwear can impact mental health

Creating a moodbaord that looks into the stuggles males face and how they struggle to open up which fits in with my brand concept of male mental health to help gain a viusal understanding

This moodbaord shows different cargo trousers. I wanted to experiment with different styles of cargos as they represent a form of community which is a crucial brand concept of mine

A moodboard to show mental health and the importance of normalising the stigma surrounding it.

A moodboard to show mental health and the importance of normalising the stigma surrounding it.

A moodboard to show mental health and the importance of normalising the stigma surrounding it.

I gathered various different images surrounding male mental health to help showcase the importance of acceptance to reflect my brand cocnepts.

BRAND CONCEPT MOODBOARD

This moodboard shows a look into my brand concepts in terms of styling and streetwear.

GRAFITTI TESTING

LIMITED EDITION MOOD BOARD SELF REFLECTION Creating my mood baords really helped me to to have an understanding of my brand cocnepts and how men are represnted in the media and the impact it can have on their mental health. I found that mages can tell a big story on the imstill ipact of male lives in particular to generation z who are my chosen consumer. I wano carry forward my moodbt to carry forward my moodboard testing an dto make sure that i develop my work in or meet the neeeeds and target my consumer. group.

LIMITED EDITION

LIMITED EDITION LIMITED EDITION

LIMITED EDITION Grafitti was a part of my work that I wnated to explore so wanted to edit and change dif wanted to edit and change different fonts to see what would work best agasint my work

SELF REFLECTION WHY? I think that testing different fonts helped me to develop my work and also to demonstrate the skate culture aspect of my brand and their concepts. For this I nwhich I could considered ways i could encourporate graffiti into my work. I want represto enure that I ent my brand concepts and focusing on including that streetwear aspect .

Location WHY? Initially I chose to shoot my campaign at a skatepark in Liverpool as it fitted well into my theme and intertwined into my concept of skate culture. However when doing my test shoot I found it difficiult capturing the shots I wanted my campaign to emit as the skateboarders weren’t too happy with me taking pictures. I looked into whether I needed permission from the council but that wasnt an issue it was more so the local skateboarders.

THE INITIAL LOCATION cgi mock-ups

Everton Park Skatepark is a glow-in-the-dark concrete park. It is the first of its kind in the UK. It was built

by Wheels cape and opened in October 2015. The glow in the dark aspect was originally what attracted me to Everton, we did some test shots in the evening to see if it would work but I found the lighting to be too temperamental and did not give the desired finish that I wanted to capture.

The new Location WHY? I think this location would work well for my shoot better than my original location at the skatepark as it is a deralict car park and will work well with the contrast of my streetwear element. With it being deralict I won’t have to worry about outsiders not being happy woth my shoot. I am going to test my styling to see if it works as well as the lighting. If it works well then this is where i will capture my shoot.

I decided to chose a completely different venue to wear I originally picked as it goes agaisnt the stereo typical conventions of streetwear.

Styling

Developing my styling in the studio

My aim was to inject colour into my styling to push the boundaries of my work. Here I introduced the colour blue as it represents peace and traquility

I experimented in the sutdio with different lighting to add depth to my styling

I opted for a backshot throughout my test shoot which I really liked as I thought it gave an andrognous feel to my work which I want to carry forward through to my final shoot.

Craig Green has massively inspired me in terms of how he styles his pieces. I took insiration from some opf his work as I experimented with layers to create depth.

Testing layering in the studio. I opted for shoes with graffiti to fit into my concepts and add the essence of skate culture

Above is an image of me sorting out one of the lighting kits for my styling test shoot in the studio. I was happy with how my styling turned out, I had a play around with the pieces, styling them in different ways and thought it represented my brand concepts well and fit into my brands message of acceptance. I chose pieces with the wording limited edition as thats my brand name with the idea that everyone is an indivdual and infact a limited edition version of themseleves.

SELF REFLECTION WHY? Showcasing alternative ways to style I think the testing and editing of my styling worked well however I could have had a few more options. Having been influenced by the work of Craig Green I wanted my styling to convey protection and the idea that you are limited edition and I think I did this well taking into consideration my brand concepts and message of acceptance. I considered ways in which I could incorporate my concepts into my styling whilst keeping on track with my concepts.

Developing my styling and testing against my new location

I found that when testing my styling againtst the location that once I edited my pictures with a more muted filter that they matched my desired aesthetic more.

I think the styling worked well up against the brick wall as it added depth and texture to the image with main focal point still being on the styling of the clothes.

Injecting colour whilst layering to add depth I positioned the hoodie at the front to juxtapose the typical conventions of a hoodie to represent protection

Te hoodie hrepresents a form of armour

Following on from testing my styling against my shoot location I am happy with how it’s turned out. I think the combination of a deralict place combined with streetwear works really well and contrasts my idea of streetwear and the representation of males.

In comaprison to the first shoot I tested out at the skatepark I think the differences combine really well and create the effect I was aiming for.

I will capture my final shoot at the same location and edit my pictures to fit in with my brands aesthetic.

THE NEXT STEP My primary research has helped me to decide what works well and what doesn’t, what i want to take forward and how i want to conduct my final shoot. I will carry through my styling and shoot it in my chosen location.

I am taking forward my story telling, my message of acceptance within males, following through with my brand concepts, of racism, discrimination, male mental health and acceptance.

What am taking forward?

I will be taking forward, my styling, my location, the same model,skate culture and my brand concepts. I will create a campaign that reflects the acceptance of males and break the boundaries of the stigma surrounding male mental health by contrasting the location against streetwear.

limited edition