Moschino loves 'My Little Pony'

A self-directed project:

Moschino loves ‘My Little Pony’

Aim:

To challenge, test and practice my creative thinking and idea development skills.

Brief:

To design and create an innovative ‘Big Idea’ for a company of my choice stemming from a photo/ image linking to an interest of mine.

Process:

Define hobby/ interest – Select image – develop ideas surrounding image – Select company/ brand – Relate and link selected image and ideas surrounding image to company/ brand – Create ‘Big Idea’

Objectives:

-To test my brand knowledge and understanding -To practice idea generation and my creative thinking.

-To challenge the norm for creative thinking. By linking an image to a brand rather than creating an image for a brand I am going challenging the norm of a creative process.

-To apply the creative development process from the ‘FCP pyramid’.

THE SELECTED IMAGE

One of my hobbies is interior design. I enjoy helping friends and family with designing rooms, creating concepts and looks for particular rooms, as well as finding and sourcing materials, furniture, objects etc.

Therefore, when starting my self directed and written brief, I went firstly to Pinterest and found a photo that was unusual, quirky, eye catching and most of all had a link to my interest of interior design.

The chosen photograph can be seen in the center of this moodboard. The image holds a magical tone to it. The purity and clarity of the water means you can see each individual root. I loved the idea of seeing an area of a plant that is normally hidden, uncovering the secrecy of a plant. The circular, transparent plant pot is abnormal and unique and also has a mystical air to it.

I then went on to collect similar photos alongside it to further develop any visual codes.

VISUAL CODES

Visual codes depicted from the images collected, helping ideas and creative concept platforms begin to generate.

DEVELOPING ‘THE MAGICAL OUTDOORS’

I particularly liked the idea of using the words ‘magical’, ‘mystical’, ‘outdoors’, ‘hobbit-esc’, ‘earthy‘ and ’mythical creatures’ etc. towards a concept.

Therefore I went on to collect images in reference to this, as seen here on this moodboard.

DEVELOPING ‘THE UNDERWATER WORLD’

I also wanted to develop on ‘underwater’, ‘fish’, ‘fish tank’, ‘sea life’ etc. being a possible concept.

Here is a moodboard presenting the potential idea.

MOSCHINO

I decided on the brand Moschino as it is fashion label famous for it’s eccentric, innovate, colourful and often wacky designs.

Jeremy Scott is the current Creative Director for Moschino and has been since October 2013. He has impacted the interest Moschino has got as a brand over the last year considerably. This was predominantly accomplished by tapping into social media platforms as focused marketing strategies, increasing followers and likers.

Although occasionally marked as being one of the most controversial brands, Moschino is widely respected, known and appreciated by designers, editors, journalists and media reporters.

With the knowledge that recent collections have been inspired by childhood toys/ games/ programs, my aim is to link this to the initial photo, of the inside plant, and develop a creative concept that will lead to a ‘Big Idea’.

Focused idea: Inside plant – childhood toy

Recent collections have had a childhood toy/ game/ program theme, with Barbie, Teddy bears, and SpongeBob SquarePants inspiring the lines.

CHILDHOOD - NEMO In regards to fish (referencing the fish tank inspiration from the initial photo) a link can be made to ‘Finding Nemo’ - a famous childhood film.

Underwater could be used as a creative touchpoint with reference to water, seaweed, scales, tropical fish, shells etc.

CHILDHOOD - FAIRYTALE WOODLAND

Childhood programs and films were often set in a magical place such as a mystical woodland or fairytale fairyland and nearly always had mythical creatures as characters.

This links to the plant and earthy aspect of the image used as inspiration.

A key character in this theme, in regards to Moschino, could be ‘My Little Pony’.

Moschino could definitely be seen with a collection line focused around this creative concept, with Jeremy Scott backing it as the Creative Director.

The ‘Big Idea’:

A ‘My Little Pony’ fairytale story.

BIG IDEA

The ‘Big Idea’: A ‘My Little Pony’ fairytale story.

This could be used as a collection including clothing, accessories and footwear, marketing and advertising campaigns, VM and in-store designs as well as POS. Think: bold colours, eccentric patterns, crazy wild clothing, accessories linking to theme, ‘OTT’.

IDEA DEVELOPMENT Visual Inspiration

Creative Outcome

Sophie Churchill