Fashion Advertisement Campaign Jacob
Bern.
Celeste
FASM
210:
Digital
Oscar
Betancur
Miller.
Jenna
Presentation Spring
Visage. Techniques
Quarter
‘18
Jacob
Bern
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Celeste
Miller
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Jenna
Visage
FASM 210: Digital Presentation Techniques Oscar Betancur Spring Quarter ‘18
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Jacob
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Celeste
Studios
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Jacob
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5 Molly
Goddard
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Celeste
Miller
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29 Sandy
Liang
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Jenna
Visage
FASM 210: Digital Presentation Techniques Oscar Betancur Spring Quarter ‘18
Acne
Visage Jenna -
Contents of Table
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Bern .
4.13 4.14 4.15 4.16 4.17 4.18 4.19 4.20 4.21 4.22 4.23 4.24 4.25 4.26
Jacob
4.12
Celeste Miller . Jenna Visage
FASM 210: Digital Presentation Techniques Oscar Betancur Spring Quarter ‘18
Brand research Mood Boards Target Market FPOs Talent/Models Shooting Editing Refined Drafts Final Ads Process Book Presentation
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. Jenna Visage
Brand and Market Research.
Miller
Target Market: With an ever growing consumer base, this campaign is aimed to entice a customer who is interested in the minimalist designs of the fashion house but who is also conscious and concerned with social issues. They may have had previous interactions with the brand and these advertisements should solidify the company’s position as a creative, meticulous, and thoughtful label.
Celeste
Goals: Effectively start conversation through an advertising campaign based in the traditional gender roles of American culture rooted in the historical context of the 1960’s. With a sharp, shocking take on domestic tasks, this campaign should capture new clientele while presenting current shoppers with another access point into the brand’s culture.
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About: Acne Studios is an artistic collective headquartered in Stockholm, Sweden. With a focused and clear brand codes, Acne Studios produces men’s and women’s ready-to-wear collections, as well as magazines, furniture, books, and exhibitions. The label is driven by an attention to garment details, tailed construction, and innovative design.
Bern
Social Media: Instagram: 2.3m Followers Facebook: 604,298 Likes Twitter: 139K Followers
Jacob
Origin: Stockholm, Sweden
FASM 210: Digital Presentation Techniques Oscar Betancur Spring Quarter ‘18
Brand: Acne Studios
6
. Celeste Miller . Jenna Visage
Concept.
Bern
Screw gender roles and screw pineapple upside cake.
BAKED
Jacob
The year is 1962. The morning coffee is percolating and butter patties are melting on two slices of Wonder Bread toast. Dessert is in the oven already and Jenny and Jim are spending the weekend with their grandparents in a neighboring suburb. With the kids away and her husband at work, whateWver will this devoted house wife do?
FASM 210: Digital Presentation Techniques Oscar Betancur Spring Quarter ‘18
Statement.
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Jacob
Bern
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Celeste
Miller
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Jenna
Visage
FASM 210: Digital Presentation Techniques Oscar Betancur Spring Quarter ‘18
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Mood Board.
Jacob
Bern
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Celeste
Miller
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Jenna
Visage
FASM 210: Digital Presentation Techniques Oscar Betancur Spring Quarter ‘18
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Inspiration. Hair.
Jacob
Bern
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Celeste
Miller
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Jenna
Visage
FASM 210: Digital Presentation Techniques Oscar Betancur Spring Quarter ‘18
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Inspiration . Makeup.
Jacob
Bern
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Celeste
Miller
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Jenna
Visage
FASM 210: Digital Presentation Techniques Oscar Betancur Spring Quarter ‘18
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Inspiration . Styling.
Jacob
Bern
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Celeste
Miller
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Jenna
Visage
FASM 210: Digital Presentation Techniques Oscar Betancur Spring Quarter ‘18
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Inspiration . Posing.
Jacob
Bern
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Celeste
Miller
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Jenna
Visage
FASM 210: Digital Presentation Techniques Oscar Betancur Spring Quarter ‘18
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Inspiration . Photograph Style.
Jacob
Bern
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Celeste
Miller
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Jenna
Visage
FASM 210: Digital Presentation Techniques Oscar Betancur Spring Quarter ‘18
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Format Sketching.
Jacob
Bern
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Celeste
Miller
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Jenna
Visage
FASM 210: Digital Presentation Techniques Oscar Betancur Spring Quarter ‘18
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FPOs.
both model are now smoking a hand rolled joint prop the posing and mood is now more relaxed models are posing with minimal contact models are dropped over the arms and back of the couch
shot 1b
model is posed sitting similarly in the chair model now is eating the cake with her hands posing is more intense and sexual
model is posed standing in the laundry room posing is timid camera position should capture full body
shot 3a
shot 5b
two model sitting in a living room setting both models are smoking cigarettes models are posed as if exchanging small talk
model is sitting on top of the washing machine posing is more overtly sexual (open legs) camera should be shooting lower than model at an upward angle
Shot List.
Visage
model is posed sitting outside on a lawn chair cookbook from 2a is no longer being held model is evoking a more sexual aura (biting glove, legs wrapped around chair, etc)
Jenna
shot 5a
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shot 2b
Miller
model is posed sitting outside on a lawn chair model is posed as if relaxing outside in the sun same cookbook from shot 1 used as a prop model is looking at the camera with her sunglasses on the end of her nose
shot 4b
Celeste
shot 2a
model is posed sitting in a chair in the kitchen model is posed with cake on lap posing is reserved and timid shot angle highlights colors in the kitchen
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model is posed sitting in the kitchen smoking the bong without the flower in the top cookbook is open and laying on the floor smoke captured in the image if possible
shot 4a
Bern
model is posed standing in the kitchen looking at cookbook or arranging flowers in the vase/bong prop full body shot with straight on angle
Jacob
shot 3b
FASM 210: Digital Presentation Techniques Oscar Betancur Spring Quarter ‘18
shot 1a
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. Jenna Visage
Meet the Team.
Miller
Video editor: Cara Engh Major: Film/Dramatic Writing
Hair and Makeup: Jacob Bern
Celeste
Videographer: Julia Corin Major: Film
Madison Lijewski Major: Fashion Merchandising and Management
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BTS Photographer: Abby Simpson Major: Fashion Merchandising and Management Minor: Graphic Design and Photography
Kenzie Morsey Major: Advertising Minor: Art History
Bern
Photographer: Emma Craft Major: Photography
Models: Haley Nottage Major: Illustration/Fibers
Jacob
Styling: Jacob Bern, Celeste Miller, and Jenna Visage
FASM 210: Digital Presentation Techniques Oscar Betancur Spring Quarter ‘18
Creative Director: Jacob Bern
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Jacob
Bern
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Celeste
Miller
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FASM 210: Digital Presentation Techniques Oscar Betancur Spring Quarter ‘18
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Behind the Scenes.
Jacob
Bern
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Celeste
Miller
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Jenna
Visage
FASM 210: Digital Presentation Techniques Oscar Betancur Spring Quarter ‘18
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Contact Sheets.
Jacob
Bern
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Celeste
Miller
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Jenna
Visage
FASM 210: Digital Presentation Techniques Oscar Betancur Spring Quarter ‘18
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Advertisment 1.
Jacob
Bern
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Celeste
Miller
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Jenna
Visage
FASM 210: Digital Presentation Techniques Oscar Betancur Spring Quarter ‘18
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Advertisment 2.
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Advertisment 3.
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FASM 210: Digital Presentation Techniques Oscar Betancur Spring Quarter ‘18
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Additional Advertisments.
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Additional Advertisments.
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Mockup.
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FASM 210: Digital Presentation Techniques Oscar Betancur Spring Quarter ‘18
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Mockup.
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FASM 210: Digital Presentation Techniques Oscar Betancur Spring Quarter ‘18
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Mockup.
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Celeste
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FASM 210: Digital Presentation Techniques Oscar Betancur Spring Quarter ‘18
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Fashion Film.
. Jenna Visage
Brand and Market Research.
Miller
Target Market: Fashion-conscious, fashion-forward young women who don’t take themselves too seriously. Goddard’s customer likes color, whimsicality and attention. She has a personal, emotional connection to fashion. Upper-class, wealthy, special occasion with some casual items too.
Celeste
Goals: To evoke a tangible “bad ass” associated with the brand, emphasize the punk vixen side of her frilly dresses.
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About: Goddard was born in 1988 in London, UK. Currently based in Ladbroke Grove, she graduated from Central St Martins in 2012 with a BA in Fashion Knitwear and also a MA in Fashion Knitwear at Central St Martins in 2014. 2016, won British Emerging Talent Award and in 2017 was a LVMH Prize finalist. Stockists include Dover Street Market, Trading Museum Comme de Garcons, Brown, and Club 21. Goddard is inspired by playfulness of little girls and messy elegance of sexy vixens. Nostalgia. Delicate. Clumsy. Party. Play.
Bern
Social Media: Instagram: 130K Followers Facebook: 1.4K Likes Twitter: 1,583 Followers
Jacob
Origin: London
FASM 210: Digital Presentation Techniques Oscar Betancur Spring Quarter ‘18
Brand: Molly Goddard
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Bern . Celeste Miller . Jenna Visage
Concept.
YAY!
Jacob
On a lazy Friday, a young woman decides to play dress-up by herself. Coming off of a pre mid-life, life-crisis, she is free, cool, and undeniably girly in a wonderful way. Growing in her own self-love and appreciation, she celebrates being alone, confident, and awesome. All that is running through her mind is how to satisfy her immediate cravings all at once, and the word: “yay!”
FASM 210: Digital Presentation Techniques Oscar Betancur Spring Quarter ‘18
Statement.
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Jacob
Bern
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Celeste
Miller
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Jenna
Visage
FASM 210: Digital Presentation Techniques Oscar Betancur Spring Quarter ‘18
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Mood Board.
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Bern
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Celeste
Miller
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Jenna
Visage
FASM 210: Digital Presentation Techniques Oscar Betancur Spring Quarter ‘18
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Inspiration. Hair.
Jacob
Bern
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Celeste
Miller
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Jenna
Visage
FASM 210: Digital Presentation Techniques Oscar Betancur Spring Quarter ‘18
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Inspiration . Makeup.
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Celeste
Miller
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Jenna
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FASM 210: Digital Presentation Techniques Oscar Betancur Spring Quarter ‘18
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Inspiration . Styling.
Jacob
Bern
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Celeste
Miller
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Jenna
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FASM 210: Digital Presentation Techniques Oscar Betancur Spring Quarter ‘18
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Inspiration . Posing.
Jacob
Bern
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Celeste
Miller
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Jenna
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FASM 210: Digital Presentation Techniques Oscar Betancur Spring Quarter ‘18
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Inspiration . Photograph Style.
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Bern
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Celeste
Miller
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Inspiration . Lighting Style.
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Inspiration . Lighting Style.
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Inspiration . Advertisement.
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Format Sketching.
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FASM 210: Digital Presentation Techniques Oscar Betancur Spring Quarter ‘18
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FPOs.
Dress: 3:30 pm Photo: 4:30pm-6:30pm (latest)
Model: Skylar
BTS:
Jenna
Outfit change 5 minutes
Shot List.
Visage
Look 3: 5:50-6:20pm feat. all tutus, pink tutu included Silver jewelry Black platforms Powdered donuts
Jenna
Outfit change 10 minutes
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Look 2: 5:05-5:40pm feat. White tutus Tiara Pink heels with socks
Miller
Look 1: 4:30-5pm feat. Red tutus White sunglasses White tennis shoes Cheese puffs
Celeste
Location: Forsyth field (Daffin Park as backup) **in case of rain, shoot will be at Drayton Towers**
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Hair & Makeup: Jacob
Bern
Photographer: Augusto
Jacob
Time:
FASM 210: Digital Presentation Techniques Oscar Betancur Spring Quarter ‘18
Date: Friday, April 20
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Celeste Miller . Jenna Visage
Meet the Team.
Skylar Guide
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Pedro Bacci
Bern
Who: Skylar Guide Major: FIbers Task: Model
Jacob
Who: Pedro Bacci Major: Fashion Design Task: Photo Assistant
FASM 210: Digital Presentation Techniques Oscar Betancur Spring Quarter ‘18
Who: Augusto Silva Alliegro Major: Senior, Photography Task: Photographer
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Jacob
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Celeste
Miller
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Jenna
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FASM 210: Digital Presentation Techniques Oscar Betancur Spring Quarter ‘18
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Behind the Scenes.
Jacob
Bern
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Celeste
Miller
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Jenna
Visage
FASM 210: Digital Presentation Techniques Oscar Betancur Spring Quarter ‘18
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Contact Sheets.
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Bern
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Celeste
Miller
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Jenna
Visage
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Advertisment 1.
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Bern
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Celeste
Miller
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Jenna
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Advertisment 2.
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Advertisment 3.
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Additional Advertisments.
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Mockup.
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Mockup.
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Mockup.
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Mockup.
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Mockup.
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Mockup.
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Mockup.
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Mockup.
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Mockup.
Miller . Jenna Visage
Brand and Market Research.
Celeste
Target: -sells in over 50 stores worldwide including Nordstrom, Saks -fresh thinking, SoHo girl attitude, fun -higher end ready-to-wear
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Product: Dresses, blouses, sweaters, tops, bottoms, jackets and outerwear, accessories
Bern
Social Media: Instagram- 60.7K Sandyliang.com
Jacob
Origin: New York City, New York
FASM 210: Digital Presentation Techniques Oscar Betancur Spring Quarter ‘18
Brand: Sandy Liang
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Bern . Celeste Miller . Jenna Visage
Concept.
ALLURING
Jacob
After a full night of going out, three friends bring the SOHO club scene to high tea for a twisted, grungy “Eloise, tea at the Plaza.”
FASM 210: Digital Presentation Techniques Oscar Betancur Spring Quarter ‘18
Statement.
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Bern
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Celeste
Miller
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Jenna
Visage
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Mood Board.
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Bern
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Celeste
Miller
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Jenna
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Inspiration. Hair. Makeup.
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Celeste
Miller
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Jenna
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Inspiration . Location.
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Bern
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Celeste
Miller
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Inspiration . Styling.
Jacob
Bern
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Celeste
Miller
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Jenna
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Format Sketching.
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FASM 210: Digital Presentation Techniques Oscar Betancur Spring Quarter ‘18
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FPOs.
Shot 3:
Jenna Visage
Shot List.
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Vertical with both models, tea table is removed with floral arrangement next to chair; one model sitting, one model standing and leaning on the sitting model, relaxed posture, looking at camera, extended legs and arms (Look 3)
Miller
Horizontal with both models looking at the camera holding tea; one model sitting with the chair backwards, one model sitting with legs extended; relaxed posture; closer cropping (Look 2)
Celeste
Shot 2:
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Photography: Molly Stotts (Graphic Design) Models: Kaitlyn Westbrook (Industrial Design), Harlan Dulaney (Fibers)
Bern
Vertical with one model in foreground, one model more in middle background; tea table and chairs set up and tilted off center of table; tea set up; one model looking away, one model engaging with camera and set; legs extended both models (Look 1)
Jacob
Meet the Team:
FASM 210: Digital Presentation Techniques Oscar Betancur Spring Quarter ‘18
Shot 1:
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Behind the Scenes.
Jacob
Bern
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Celeste
Miller
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Jenna
Visage
FASM 210: Digital Presentation Techniques Oscar Betancur Spring Quarter ‘18
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Contact Sheets.
Jacob
Bern
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Celeste
Miller
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Jenna
Visage
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Advertisment 1.
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Bern
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Celeste
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Advertisment 2.
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Advertisment 3.
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Mockup.
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Mockup.
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Mockup.
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Mockup.
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Mockup.
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FASM 210: Digital Presentation Techniques Oscar Betancur Spring Quarter ‘18
Thank you
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